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Melbourne Spring Fashion Week 2011

Once again, Professional Public Relations made sure that Melbourne Spring Fashion Week 2011 was placed firmly on the event calendar, creating a storm amongst the Australian media.

This year spring fashion was everywhere; from Dannii Minogue gracing the cover of national fashion magazine Grazia and appearing prime time on Channel 7 Sunrise, through to large picture-led feature articles on RMIT students and Emerging Designers in The Australian and The Age.

Flagship colour-bright articles appeared regularly throughout The Age and Herald Sun – building excitement, anticipation and interest in the MSFW events that spanned 5 – 11th September.

Forty per cent of coverage appeared pre event, encouraging ticket sales and attendance to Melbourne’s biggest MSFW yet.

Due to the development of a strategic public relations program and implementation of solid tactics, the media results for 2011 packed a definite punch. PPR continued to deliver year-on-year growth for MSFW with the number of PPR-generated media hits increasing by an impressive 21% from 435 to 526 (2010 to 2011) – with circulation figures for the entire campaign reaching in excess of 58 million. This is primarily due to large picture led articles, targeted media reach and PPR’s in-depth understanding of media and journalist requirements.

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