The organiser behind Mercedes-Benz Fashion Festival Sydney has launched a fresh, multifaceted campaign to take the event to new heights.
The campaign, live from this week, will run across Sydney & Melbourne for three weeks in total across TVC, digital, cinema and outdoor video to promote the upcoming Mercedes-Benz Fashion Festival Sydney.
In a deal brokered by event organiser IMG Fashion, the event has secured advertising space on various digital screens owned by oOh! Media including a nine-metre high billboard at Melbourne airport, premium shopping centres, and Sydney cafes and universities.
Mercedes-Benz Fashion Festival Sydney will also come to life via an extensive TV campaign including a 30-second TVC campaign across the Seven Network and a cinema campaign across the Val Morgan network.
Additionally, the event will feature in a digital outdoor campaign across oOh! Media, which will also be cross-promoted to drive audiences online with a brand new website designed for mobile viewing.
The creative centres on the tagline, "Your ticket to the trends", and is designed to give viewers the sense of being front row at a runway show.
Sydney-based creative agency, Joy Collective, has produced the TV commercial, adding Mercedes-Benz Fashion Festival Sydney to a bevy of high-profile clients including RUSSH and Lee Jeans.
Set to a song track from The Good Morrows, Je n'ai Rien a Dire, the campaign offers a snapshot of the event; the trends direct from Mercedes-Benz Fashion Week Australia, a line-up of top Australian designer names, and perks of premium ticket packages including backstage tours, drinks and canapés and front-row seating.
The still campaign imagery also features Sydney model Caitlin Lomax in a runway image from Karla Spetic’s Mercedes-Benz Fashion Week Australia 2013 show, to provide a 'sneak-peek' of the collections set to debut to consumers at Sydney Town Hall as part of Mercedes-Benz Fashion Festival Sydney.
Commenting on the investment, IMG Fashion director Elle Persson said the campaign would effectively convey highlights of attending Mercedes-Benz Fashion Festival Sydney.
“Mercedes-Benz Fashion Festival Sydney is a hugely influential force among its fashion-fixated audience promoting Australian fashion designers, retail spending and driving trends each year with the annual showcase.
“This campaign will build on the events unrivalled reputation for showcasing the very best Australian retail has to offer and connects world-class compelling content with audiences obsessed with fashion as the garments become available for purchase,” she said.
Mercedes-Benz Fashion Festival Sydney is an IMG Event and will be staged at Sydney Town Hall from August 21 – 24, 2013.
The ticketed event is now in its sixth year, allowing the public to view highlights from spring/summer collections showcased at Mercedes-Benz Fashion Week Australia.