Makin' Ads. Campaign: Media Relations - Wheels & Dollbaby impresses in London. Wheels & Dollbaby is a new line in women's fashion being imported from Australia by London-based fashion entrepreneur Robert de Keyser. The company appointed Ian Monk Associates to establish the brand as a must-wear range for 16 to 35-year-olds. Objectives To persuade fashion, gossip and showbiz journalists and photographers that the clothes were newsworthy as a trend-setting fashion design.
To stimulate mass-market print coverage that clearly identified the brand and where it could be bought. Strategy and Plan The agency opted for a campaign of celebrity endorsement, brokering deals with a number of tabloid-friendly personalities through their agents or, in some cases, by making direct contact. Picture desks at national papers and magazines were sent information on the brand and details about each item worn.
The team organised a party at the Embassy Club in London to follow on from a four-hour open afternoon for fashion press at the de Keyser boutique on Old Bond Street. Results. Ad-awards. The professional association for design.