Dublin Fashion Festival

Dublin Fashion Festival case study

Challenge

To deliver a PR programme that would amplify the great assets that the festival had available, whilst at the same time addressing the mixed stakeholder and media perceptions of the event, re-affirming the festival with a younger audience and positioning Dublin as a fashion hot-spot on an international level.

Solution

Drury | Porter Novelli advised strategic use of a high-profile celebrity ambassador who would become a credible face of the festival and produce strong editorial pieces across national and international media. Noted for her style, local girl Laura Whitmore was the perfect choice with the international reach to put the festival on the map. As it as the first year the festival had worked with a sponsor, Drury | Porter Novelli worked with Samsung to showcase the brand while keeping the festival’s style credentials at the heart of the activity.

A number of tactics which were key to the campaign’s success, including a Round Table ‘Think Tank’, a high profile media launch, engaging International media, an interactive blogger event, a Young Designer Fashion Show, the Creative Quarter Fashion Show and on-going experiential activity.

Results

36 pieces of national print coverage, 6 international features, 16 magazines pieces, 7 broadcast pieces and 86 online pieces across fashion and lifestyle blogs were achieved. Footfall was equally impressive with figures up 3.2% on the previous year’s festival (an additional 53,000+ customers) and up 28.2% on usual weekend trends. Social media KPI’s were equally as strong, with weekly reach up 550% during the week of the festival and 4.3K tweets using the #DFF over the course of the festival. The event was also trending with #DFF for two days during the festival..