Launch PR
Whether it’s a huge, star-studded 1920s party at Battersea Evolution, a press trip to Italy’s oldest pizzeria or getting celebrities to put their mark on designs for charity, when we launch a brand, everyone knows about it!
For example, our launch of the luxury retail paradise Nammos Village on Mykonos was accompanied by a massive PR and influencer campaign that generated over three billion opportunities to see in the first month alone. Slightly smaller in scale but no less effective, for the launch of Los Mochis in Notting Hill we developed an opening event to tie in with launch of London Cocktail Week, which was attended by media, consumers and hospitality figures including World’s 50 Best bartenders.
A well executed launch campaign is essential for any client looking to make a splash in the market. Firstly, it builds brand awareness and credibility. Secondly, it generates buzz and excitement among target audiences. Finally, a strong PR launch sets the tone for future marketing and communication efforts, by establishing a clear brand identity and messaging that can be carried forward in all future campaigns. At Jori White PR we will meet and exceed these objectives.
Brief
To coordinate the global launch of Nammos Village, a new shopping paradise on the Greek island of Mykonos, that showcases some of the world’s most iconic and exclusive fashion and luxury lifestyle labels
Strategy
Working on behalf of Nammos, which has been redefining opulent beach life since 2003, the brief was to create a launch event that would resonate with the world’s media and influencers alike. Jori White PR sourced and coordinated guests of honour, supermodels Gigi Hadid and Emily Ratajkowski, who performed the official opening ceremony. Entertainment was provided by Tokio Myers (replicating the performance – complete with a 10-member choir – that won him Britain’s Got Talent in 2017) and Fat Moss (aka Kate Moss and DJ FatTony).
Aside from key media representatives from around the globe, the agency also invited some of the most followed fashion and luxury lifestyle influencers from Europe, South and North America, Australia and the Middle East. Alongside the launch event itself, other activity was coordinated including fashion shows together with introductions to all aspects of the Nammos experience. The agency arranged for Nicole Scherzinger to celebrate her 40th birthday at Nammos, tying in her party with the opening of the Village. Nicole appeared in a fashion shoot modelling clothes and accessories provided by some of the brands, Gucci, Louis Vuitton and Oscar de la Renta included. Images from this subsequently appeared on her social media channels.
Result
Coverage has been all-encompassing, with The Daily Mail, Vogue France, People magazine, Evening Standard, HELLO magazine, ELLE, Harper’s Bazaar, MSN, GQ and Fox News just a handful of the media which covered the event. Instagram posts and stories appeared on accounts with a combined reach in excess of 100 million followers, whilst the total audience reach in the first month after launch was over 3 billion.