BOGNER
To raise brand awareness and to drive both in-store and online sales - Including the launch of the brand’s first London concept store and ongoing collections from ski to golf wear.
Impact
- Mercury secured 25 pieces of coverage in the first two months from appointment date including Evening Standard, Sunday Times Style (print and online), HELLO! Fashion Monthly, Robb Report, Business Traveller UK, SheerLuxe and Mayfair Times, driving in-store footfall and website traffic
- Mercury secured store visits for top tier media including Robb Report, Telegraph and The Sunday Times
- Mercury executed a successful golf wear launch event, achieving over 30 Instagram posts/stories reaching over 1.5M viewers and generating long-lead coverage opportunities with top tier media
- Mercury organised BOGNER presence at IPR London’s summer showcase,meeting with top tier media (FTHTSI, Sheerluxe, The Guardian, Evening Standard), generating short and long-term leads
- Mercury secured meetings with multiple different potential partners including ALS Ski, Ski Club of Great Britain, Cortina d'Ampezzo, The Padel Classic, Free Spirit Alpine and Ladies Ski Club of Great Britain
Approach
Mercury ran a robust media relations programme to successfully launch its NEW Dover Street concept store and generated on-going buzz by securing top tier media and influencer instore visits.
To amplify visibility outside of skiwear, Mercury organised and executed an immersive golf wear launch event with 100 media, influencer and industry attendees – including a bespoke interactive putting green. Plus, Mercury’s ongoing targeted pitching focused on highlighting the brand’s heritage and reacting to current trends to ensure widespread BOGNER product and brand awareness e.g. its Bond 007 collection and ready-to-wear athleisure for the tenniscore trend.
