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Special PR strategy TIMBERLAND FW1415

Special PR strategy TIMBERLAND FW1415. October 2013. PR PROJECT FW14_PREMISES. PR PROJECT FW14_PREMISES. PR PROJECT FW14_PREMISES. PR PRPJECT FW14_PREMISES. PR PROJECT FW14. BBB January 2014 re-create a special event during BBB

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Special PR strategy TIMBERLAND FW1415

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  1. Special PR strategy TIMBERLAND FW1415 October 2013

  2. PR PROJECT FW14_PREMISES

  3. PR PROJECT FW14_PREMISES

  4. PR PROJECT FW14_PREMISES

  5. PR PRPJECT FW14_PREMISES

  6. PR PROJECT FW14 • BBB January 2014 • re-create a special event during BBB • TBL will host 5 fashion/lifestyle journalists to experience BBB FW14 edition; beside selected press (guest), press office will involve italian press in Berlin during the international fair • Focus of the event • Product (Boot Company relaunch) • Or • In Berlin with Timberland during BBB staying at a special place, something that will make their Berlin experience special • Or • In Berlin with Timberland to experience a special outdoor experience in the city/urban surroundings

  7. PR PROJECT FW14 • TIMBERLAND TOUR * • Create an MTV ON TOUR with Timberland • 4/5 stops @ selected Timberland stores in the coolestsummercities • each stop willendorse a testimonial (info-teinment, enterteinement, sport or social BUT beingrelevantfor the city) • July/August/September2014 • * Same tour couldbe in pertanershipwith Magazine; targeting a younger audience or musicorientedsuchas: XL, URBAN, ROLLINGSTONE, RIDERS

  8. PR PROJECT FW14 • IN-STORE EVENT • In-store event in partnership with a selected magazine, VANITY FAIR, GRAZIA, GRAZIA.IT, GLAMOUR, GIOIA. • Could be Milano or any of the flagship stores • Could be a single aptm, or 2/3 date aptm in different cities • Could become a contest, best style , to win a complete TBL womans wardrobe (made of x pieces) • September/October 2014

  9. PR ACTIVITIES • IN-STORE EVENT • In-store event in partnership with magazine (VANITY FAIR, GRAZIA, IO DONNA, D La repubblica) • Milano • Special Xmas shopping focus • Customize your boot with tattoo, details, special box • November/December 2014

  10. PR PROJECT FW14_ENDORSMENT • TESTIMONIAL / PRODUCT ENDORSMENT • Productendorsement (Footwear or Apparel) withselectedartistscollaboratingwithmainmusicproductionssuchas Universal, Sony etc. • The endorsmentshould include: • Productplacementfor the video clip; offical videoclip launch • backstage Video and photos; makingof • DedicatedPostsfrom the artist (facebook, twitter) • Some suggestions LORENZO JOVANOTTI , CESARE CREMONINI, FABRI FIBRA, CLUB DOGO, EMMA, MARRACASH, NEGRITA, ZERO ASSOLUTO, PLANET FUNK, NICCOLO FABI else tbc • August/September/October 2014 (depending on selectedartist)

  11. PR PROJECT FW14_PLACEMENT • TV PROGRAMS • PRODUCT PLACEMENT • Place the productforspecial TV programs, targetinggreataudiencessuchas: • X Factor • Masterchef • Amici • Pechino Express • Life • Each single programtargetingto a different audience, whichwilldefinewhatproductline • September/October/Novembre 2014

  12. Special Digital PR • SPECIAL PR PROJECT by CG for TBL • During Milano Fashion Week (Sept. 2014) • CG will involve Top Fashion Bloggers to interpret TBL FW14 iconic pieces • Top fashion bloggers - 5 men + 5 women • Footwear & Apparel • Could become a contest to win a special business trip to visit TBL factory, London style headquarter (thus becoming itself web/social content) • September 2014 (subject to agency fee tbc to develop/coordinate/communicate the project)

  13. PR & SEEDING • Creative mailing and seeding • Yellow Boot with wedge, S+P+G new content to use for new story pitching on the iconic Yellow Boot • Seeding • product + special press kit • top press/fashion bloggers/socialite • October 2014

  14. PR PROJECT FW14 • SPECIAL CONTENTS • to communicate • The collaboration with Master in Fashion Promotion could offer (prior to approval by TBl and Istituto Marangoni) extra contents: • Special Event to experience tbl technology, performance in a CITYLIFE URBAN SORROUNDING > bringing outdoor into the city • Parkour • Event in partnership with ICON, WIRED, SETTE Green

  15. PR ACTIVITIES • REGULAR PRESS & PR ACTIVITIES • New H2T stories , men’s + women’s total lookswilloptimizeproduct/story/style pitchings, eitherwithproductshoot or shootings. • single productstill life shoot • oneproduct in multiple color still_lifeshootcouldbeusefullto work on style news pitchingsuchas: • colourchinos • colourdawnjackets • Sneaker

  16. Corso Venezia 16 | Palazzo Serbelloni | 20121 Milano Tel. 02 76394997 | Fax 02 76002275 www.claragarcovich.it | ufficiostampa@claragarcovich.it

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