To create brand awareness and build Australian media relationships for #1 UK high street retailer NEXT, TORSTAR developed a strategic communication and networking campaign surrounding the brand’s Summer Press Tour.

The campaign commenced with the SS15 press showing, which took place at Megan Morton’s studios. Fifty fashion stylists, bloggers, celebrities and media attended the event that highlighted key looks form the new NEXT range, and included the brand’s first ever Australian Salon Show that sent a troupe of miniature models down  runway to showcase the current kidswear range.

Pre and post show TORSTAR and NEXT talked guests through the collection and the brand, focusing on the key messages for the 2015 season while facilitating numerous media requests and product loans.

Following the press showing, TORSTAR facilitated key networking events with bloggers and editors.

Finally, to maintain momentum for the NEXT brand and ensure the fashion conversation extended to digital platforms, the Summer Press Tour was followed up with a series of partnerships that leveraged Mercedes Benz Australian Fashion Week dressing opportunities. Key digital influencers created personal style posts using pieces from NEXT. The looks were also picked up by key media outlets covering street style at the event including Elle.com.au, and Harper’s Bazaar online.

To date, the campaign has resulted in media coverage across digital and social, television, as well as short and long-lead fashion titles. This has had a measurable impact on sales, contributing to a 17% increase in Australian market revenue recorded in the week following MBFWA.