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New Look
BRIEF
To launch the Kelly Brook designed swimwear and lingerie for high street retailer New Look.
RESPONSE
Euro RSCG Biss Lancaster created a campaign that focused on achieving coverage in aspirational titles, high circulation nationals, broadcast and on-line. In-store marketing and sales teams were supported through in-store activity and editorial in New Look flagship centres.
ACTIVITY
Euro RSCG Biss Lancaster amplified point of sale images through media placement plus a day of launch activity with Kelly Brook for each collection took place. Swimwear focused on UK cities and Dublin while the lingerie activity took in London and Paris .
RESULT
200 editorials, 20 front covers, including Sunday Times Style, Glamour, GQ, The Sun, T4, Channel 5 News, Radio 1, skynews online. Sales up 150% on forecast in first week. Items used in PR activity sold out in less than 5 days. Helped boost New Look’s bottom line with a 3.2pc rise in sales.
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New Look  
 
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