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Melbourne's GPO Events

Melbourne’s GPO sought a strategic campaign to generate publicity and build awareness of its two major fashion-centric events held during Melbourne Spring Fashion Week (MSFW) and L’Oreal Melbourne Fashion Festival (LMFF). The sophisticated shopping centre hosts its own exclusive runway parades, showcasing some of Australia’s most celebrated designers throughout the fashion-focused weeks.

To maximise exposure for Melbourne’s GPO fashion parades, and ultimately encourage attendance, we delivered an events PR campaign that appealed to existing and potential customers, celebrities and the media.

The program combined publicity and promotional tactics with traditional PR to drive media coverage and increase attendance at the Melbourne’s GPO events. Our highly experienced team conducted media one-on-ones, set up photo opportunities and distributed press releases to ensure Melbourne’s GPO was top of mind during fashion week.

PPR’s events-focused campaign created a significant buzz surrounding Melbourne’s GPO throughout the city’s annual fashion weeks. Media coverage for Melbourne’s GPO 2010 LMFF campaign resulted in editorial reaching over 29 million readers, and 12.5 million during MSFW 2009.

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