How we developed and managed the PR campaign for the Mercedes Benz Fashion Week Johannesburg

Other great work

AFI and MBFWJ16 needed their profile built and PR managed for the event. This included media pre-, during and after Fashion Week, as well as media accreditation achieving a target of R60 million in PR value.

The results

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107%

exceeded editorial target

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124 million

in PR coverage

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8-week

Top Billing TV series

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Made history

for the most online/ digital coverage secured in the history of the event

The solution

The 7-week campaign included the management and implementation of media invitation and accreditation, pre-event editorial negotiation, media launch management, media registration, media lounge management, interview and one-on-one management, daily PR round-ups, backstage media management, media influencer campaign and event #TTMexperience, post event media management.

Video source: AFI Mercedes Benz Fashion Week 2016

Our campaign buzzed across:
530 traditional print publications, 163 international features and 38 blogs.

Broadcast advertising

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