APR developed an integrated marketing and PR campaign for Raymond Weil with Music as its heart from sponsorship of the BRIT and Classic BRIT Awards, Freddie Mercury’s 65th Anniversary, creative advertising to a unique luxury live music series and editorial coverage featuring emerging and established music talent.
Jewellery & Watches PR
Activation of a digital and print media campaign that gave Raymond Weil massive stand out and brand recognition of its fifth year sponsorship of the BRIT Awards. A bespoke BRIT Awards digital channel was creataed in partnership with ES Magazine providing exclusive content during the two month lead up to the BRITs including Raymond Weil behind the scenes footage and stories. Profile interviews set up with four emerging artists including Labrinth featured within special pre-BRITs issue with Raymond Weil cover wrap; hospitality at the BRIT nomination and Awards ceremonies.
APR arranged for Raymond Weil to partner with producer/songwriter Labrinth to host an intimate dinner event for 80 guests at his restaurant Mosaica in advance of the BRIT Awards to promote Raymond Weil as the official timing partner and official watch of The BRIT Awards 2012. Labrinth’s exclusive network of friends from the music industry and media attended. Exclusive interviews and performance footage was syndicated to broadcast media and online outlets.
APR developed an exciting new music industry event called Home House Live – a live music platform that showcases the best of unsigned, emerging and established talent that the UK scene has to offer within an intimate, luxury setting. APR liaised with leading record companies to secure talent – New Young Pony Club, Kids in Glass Houses, Dutch Uncles, Wretch 32, Killer Keller and Charlie Simpson to name but a few – to perform to an audience of 80-150 guests. Each performance was professionally filmed and seeded online via media partners and social media.
To reposition the brand amongst a younger generation, Raymond Weil partnered with Dizzee Rascal to support his upcoming launch of single Dirtee Disco. The Raymond Weil watch appears in opening shot as close up for 7 seconds, viewed in 27 countries and viewed by over 300 million people wordwide with over £7 million of exposure across MTV and other major music channels
APR managed the TW Steel partnership with Rox, Glasgow’s most renowned diamond and watch specialists, to replicate the launch of David Coulthard’s special edition timepiece in their flagship store. Hosted by TW Steel brand ambassador David Coulthard and promoted with tools including the Lotus Renault GP show car, the event provided APR with a platform to secure extensive media coverage (including broadcast) for the special edition David Coulthard watch, profile features on the brand ambassador as well as showcasing the full TW Steel collection, to key regional media.
APR liaised with jewellery client Mappin & Webb to confirm that Jane Fallon would be attending the Golden Globes in 2012 with partner Ricky Gervais, wearing a Mappin & Webb diamond tennis bracelet. APR communicated this story to key fashion press ahead of the event and ensured that Mappin & Webb was credited in stories written about the Golden Globes and red carpet fashion.
Throughout the Duchess of Cambridge’s public appearances, APR has managed press coverage of the Duchess wearing Kiki McDonough jewellery. Through careful liaison with top jewellery editors and both proactive and reactive media relations, APR has achieved exceptional coverage in premium UK and international fashion magazines, newspapers and websites for this London based jewellery designer who specialises in the use of vibrant semi precious stones in unique and daring colour combinations.
This was the first press event exclusively designed for fashion and jewellery assistants, rather than editors and directors. Hosted at the Juicy Couture London Showroom, the assistants were invited for a Friday afternoon of pampering including massage, manicures and a wig studio at the ‘Princess Parlour’. Each attendee was photographed following their makeover wearing their chosen Juicy Couture Timepiece and wig, which they had been gifted. Following the event, all participating assistants called in product for shoots.
APR met with Livia Firth ahead of the 2010 Oscars to introduce her to Argyle Pink Diamond jewellery client, Calleija, and the brand’s ethical credentials. APR arranged for Livia to wear a selection of Callieja jewellery to the ceremony as part of her Green Carpet Challenge, accompanied by her Oscar-nominated husband Colin Firth. APR managed communication of the news, both before, during and after the ceremony, securing coverage in top UK and international fashion press as well as creating a Twitter debate about ethical diamonds and a blog post written by Livia herself about the jewellery on Vogue.com.