Creating a major brand milestone, MCMPR devised and executed a series of customer and media events to celebrate THE OUTNET’s 10th Anniversary. Commencing with garden parties in both Sydney and Melbourne hosted by THE OUTNET’S Managing Director Emma Mortimer, VIP customers were invited to a sneak peek of the online retailer’s 10th Anniversary collection to build anticipation in the lead up to the launch. Following this was a morning tea and cake decorating workshop for media and influencers with Australia’s favourite cookbook author, Donna Hay, in her new Sydney studio. Guests each created their own multilayer birthday cake to take home, while simultaneously, THE OUNET decorated cakes were also delivered to notable names in Melbourne inviting them to join in the celebrations from afar. MCMPR continued its track record of outstanding results for THE OUTNET delivering business features in Australian Financial Review Life & Leisure, The Australian, Sydney Morning Herald, Ragtrader and Inside Retail.