marketing 2

SHINE FERGUSON
50 th
Anniversary
GLITTER’S IT’S FASHION OVER THE
GOLD COAST
Anniversary
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Press Release
World famous two-day fashion event, celebrating 50 years of amazing
haute fashion culture. Hosted in the Pallazzo Versace Gold Coast hotel in
Australia, offering luxury 5* all expenses luxury in a high end iconic
destination.
Held in October 2017 celebrating 50 years of fashion trends and 50 more to
come. With maximum temperatures of 25 degrees, is there a better time
and place? The choice of destination is perfect for this event.
Not only has everyone got to look forward to what is already in store but
we welcome 70 VIPs & 500 media-selected customers to the gold coast
itself. There will also be a grand opening featuring Shine Ferguson who is
the leading sponsor to the event, with special guests Bruno mars who will
be performing and Mariano Di Vaio and Karlie Kloss will be the leading
models in the event, bringing the magic to the Gold Coast.
50 years of haute fashion brings astounding previews of new clothing which
is ready to be released in the new season as part of the grand glittering
celebration. A way of celebrating the importance and passion of the fashion
industry and what it has become today.
Not only is this a fantastic opportunity to all come together and mark 50
years of iconic glamour, we are also using this opportunity to bring world
famous fashionistas together to thank you all for the support for the last
50 years and the support that is continued to be given for the next 50
years.
The event is a perfect way to sit back, relax and enjoy what fashion has
become day, with exciting new looks and styles that are popular all over
the globe.
70 VIPs from the international jet set, who also happen to be Mrs
Ferguson’s personal friends are expected in the first day of the Fashion Show and Grand Venue
Gala of the first night. An additional 500 attendees, including fashion reporters, fashion bloggers
and loyal Brand customers will attend the parallel activities, parties and fashion events without
however directly interacting with the celebrities. 2 days of sophisticated glamour with some of the
world’s most leading fashion icons, what a way to celebrate the true “golden” beauty of fashion.
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Contents
Press Release ................................................................................. 2
Professional document ................................................................... 4
Slogan Explanation ....................................................................... 5
Communication objectives for each activity .................................. 7
Outline of activities ....................................................................... 9
Marketing Channels ..................................................................... 10
Timeframe ................................................................................... 12
Measurement technique of each activity to be able to evaluate
results .......................................................................................... 13
Summary ..................................................................................... 14
Bibliography ............................................................................... 15
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Professional document
In honour of celebrating 50 years of fashion it will be hosted a 2-days special Fashion Event for
VIP friends, fashion media, and selected loyal customers by the Shine Ferguson company. This
guest list also includes reporters and other people well-known within the fashion industry, such as
different models or aspiring models. This fashion event gives the 500 guests and 70 VIPS the
opportunity to explore different fashion trends and styles that are evolving may become popular
in the next couple of years, not just within the Australian fashion world but also the global one.
When linking all three modules to our client brief we assure this matches and appeals to our target
market. The two-day fashion event which is for 500 guests and 70 VIPs; we chose for our main
marketing strategy to bring technology into it and use this as our main marketing tool. This
would be an ideal and accessible way for this type of customers to gather more information about
this elite’ event as majority of the people who are expected to attend the event are fashion
bloggers and people that use technology like social media in their daily jobs. We found that using
well-known sites such as Twitter and Instagram as our main platforms is one of the best ways to
reach our guests and also people who aren’t attending the event but are interested in following the
show to view the new fashion collection that would be presented during the event.
This way of promoting and advertising the fashion event through media and high-profile websites
would play an important role on helping the event gain a high level of publicity and reach both
people who work in the fashion industry and those who don’t work in it, but would like to know
more about the different collections that would be introduced in the market.
It will also be provided an indirect type of communication, such as direct emailing to the
attendees which could be considered as a great way of communicating with the customers and also
a way of sending updates regarding important topics to the people who are expected to attend the
event.
The 70 VIP’s who are expected to attend the fashion event would receive a personal and unique
invitation, which would differentiate them from the other 500 guests and probably make them
feel special.
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Slogan Explanation
For the Shine Ferguson event in the Gold Coast, Australia, we have created a slogan in
which we think best fits the theme and style. The slogan in which we have created:
Shine Ferguson glitters its Fashion over the Gold
Coast
50 years of success
We have chosen this slogan as we think it fits the style of the event as well as the Gold
Coast itself. The client brief has said they aim for luxury and elitism as their brand image.
From this slogan we have related the fashion element of the fashion brand and the Gold
Coast, Australia, in which in itself is a luxury location. This means the connotations
people have of the Gold Coast will be reflected on to the Shine Ferguson fashion brand.
Initially we chose to use the location Gold Coast because of its luxury lifestyle and
reputation, this is well fitting to the fashion brand. This will appeal to the VIP guests
who are interested in luxury and they will receive this while attending the 2-day event as
they will get this treatment during their stay in the hotels provided by Shine Ferguson.
From the appeal of the location
and the fashion event it will
attract different types of
markets. For example, the Shine
Ferguson fashion event itself will
appeal to culture and special
interest tourist types, those who
look for arts and culture
specifically looking at what is
found in the fashion industry, in
addition to this it could also
include tourist types who look for
leisure and luxury. Similarly,
visitors of the Gold Coast also
correlate to those of the Shine Ferguson fashion brands event. The Gold Coast is well known for
their culture and arts provided in their luxurious scenery and community. By holding the fashion
event in the Gold Coast, the event itself could help to increase the visitor numbers within the
location due to the marketing and publicity of the event. Shine Ferguson is a well-known luxury
and elite brand and this association to the company will reflect on the destination as people will
then associate the Gold Coast as a destination fit for such an established brand to hold their 50 th
anniversary celebration. Additionally, where events are held in destinations there is reported
increase in visitor number such as events like the Olympics where in the recent Rio Olympics they
expected a 380,000 visitor (Anon., n.d.) increase in following years as previous countries such as
the 2012 London Olympics receiving a 15.2 million tourist increase (Thomas, 2013). Therefore, the
fashion event should expect to bring more visitors to the Gold Coast as the fashion event invites
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their attendees from across the globe and will be streamed across the globe as well similarly to the
Olympics however, realistically they will not be drawing in the vast amount as the Olympics due
to the event being mainly appealing towards the special interest tourist of fashion.
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Communication objectives for each activity
For the activities, an itinerary sheet / programme
will be available for the participants. We will
make the itinerary available on different
platforms such as: an email sent to the
participants upon request to those who choose to
take part; a printed booklet/leaflet of the different
activities and relevant information such as
timings and duration.
Timing & Duration
These different platforms make the accessibility of
the information easy to obtain and to ensure the
guests are fully aware of the activities in which
will take place over the course of the Shine
Ferguson event. If the invitees weren’t aware of
the ongoing activities the event would become
unorganised and maintained as many of the guests
will be ill-informed about the activities and therefore not able to participate due to errors such as
unknown timings. This would then reflect poorly on the Shine Ferguson fashion band as guests
will associate them with being unorganised as a company whole.
By sending email to the guests of the event they can have an immediate and electronic means of
withholding the information making access to the correct information easy. Additionally, an
electronic based media means that changes can be made immediately to the schedule and the
changes can be sent to the guest immediately keeping them well up to date. Although the event
would hope not to have any problem or changes to the schedule and electronic based media does
mean easier way of changing information. A
print based information guide to the
activities would mean that guests can have a
hard copy of the schedule in which would be
more reliable in the sense that technology can
occasionally be unpredictable.
This refers to electronic devices running low
on power, connection, or become faulty and
deny access of the information. A paper copy
would be more reliable as there is little faults
that could occur. However, not elimination
all faults of a hard copy as there could be a
misprint of information within the schedules
or an immediate change needs to be made it this would be difficult to change as new copies would
need to be produced and distributed back to the 750 attendees.
As all of our attendees of the Shine Ferguson event will be together in the same hotel, an added
precaution to making sure our attendees are fully informed could be to have representatives of the
event around the hotel and information on notice boards. This creates a physical and more
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personal means of delivery of information on how we will communicate the activities for the
upcoming weekend.
8

Outline of activities
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Marketing Channels
As part of marketing the Shine Ferguson event we will be using media such as:
Social Media – We will be using major sites such as Facebook, Twitter, and Instagram. Here we
will have official accounts announcing information about the event and use trending topics as
promotion for the event. The verified accounts of celebrity and guests’ on Instagram and Twitter,
will be encouraged to trend post and regulate hype for the fashion and their documentation on the
night. We would initially focus on
encouraging attending celebrities, VIP
guests, and other attendees to raise
awareness of the event while refraining
from giving in depth detail on location
and discourse of the event as to keep up
with the elite invitation and exclusivity
of the fashion event. As a result, from
this we hope that followers of these
accounts will see the trending fashion
event and continue to discuss the topic
and event further therefore creating an
online word of mouth promotion
between online users to these social
media platforms. From this we aim to create hype using teasers and advertising from the Shine
Ferguson official account and from the relations of branching accounts.
Email – We will be sending invites via email to the guests such as the journalists, bloggers,
reporters, VIP guests, and selected loyal customers. This is because it is an exclusive event and
only selected 500 guest will be attending as well as 70 VIP guests. By receiving an email it creates
a personal aspect to the invitation as an email address is personal and specific to a person having
their own unique address. An email is an electronic invitation to the event as we are in modern age
and predominantly run by electronics and emails are regularly checked by professionals.
Paper invitation – Shine Ferguson are a
fashion brand who want the event to be
exclusive and only for the elite. Therefore,
paper invitation could be distributed to
the 70 VIP guests, who are personal
friends to Mrs Ferguson herself as well as
selected well-known celebrities. This
creates further exclusivity as initially on
570 guests are invited to this event and
only 70 VIP guests are personally invited
by Mrs Ferguson herself and paper
invitations illustrate this.
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Live Stream – We may live stream the event on our own website of through social media such as
Facebook, and allow people to see parts of the event. As the event is exclusive to only a select few
guests, the Shine Ferguson fashion brand still want to market themselves to the public as they are
a business in which they want to sell their fashion lines. This means, through a live stream people
who could not attend the exclusive celebration they can watch highlights of the events and still
gain an insight into the brands celebration on who they are and what they have to offer I the near
future. Much like many fashion events there is hype around the upcoming show and home viewers
watch the event unfold from their homes only seeing the medized version of the event in
highlights.
Celebrity endorsement – For this event star appeal is a common aspect to fashion events in order
to attract more people. Celebrity endorsements are more often used when selling a product and
the Shine Ferguson evet are selling a brand image and as part of this includes their fashion show
celebration event. As part of the event performances will be made by Bruno Mars and the fashion
show event will be lead by female model Karlie Kloss and male model Mariano Di Vaio. These are
all current celebrities that will be well known to the public and more specifically young people in
their mid 20s to 30s as this is the age these celebrities appeal to as well as it being the main age
range for clientele at the Shine Ferguson Fashion brand.
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Timeframe
In the client briefing the Shine Ferguson event will take place over 2 days in October. From
September to November, which consists with spring period in Australia, the clients, the
reporters and the models can benefit of mild tropical evenings and an average
temperature of 16.9 - 25.4°C (Tourism Australia, 2017). Holding this fashion event in
October and not during the summer period would probably help make the event more enjoyable
for the clients, because during the weather in October won’t be as hot as the one Gold Coast
residents have to deal with during the summer period.
This means we will be arranging the activities in which the Shine Ferguson fashion brand are
looking to include according to their briefing. The arranges activities and events will take place
over 2 days itself however, the guests will be expects to arrive the day before the first event of the
opening celebration and depart the morning after the closing ceremony on the second day.
Meaning the total event would occupy a total of 4 days, two of which are travelling days.
Arranging the activities around the types of guests we have, they will generally be young adults in
mid-20’s to mid-30’s. We will start the activities in the mornings ranging from 10am - 6pm and
then arranging eventing activities during dining afterwards. On the second day of activities (day
3) the guests will have free time during the day to explore the Gold Coast and spend their own
recreational time on their own after inspiration from the walking tour on day 1.
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Measurement technique of each activity to be able to evaluate results
- Social media mentions of the event by bloggers, journalists, etc. Facebook page reviews and
Polls. This means we will be creating polls on the official Shine Ferguson social media accounts,
many platforms allows users to create their own polls such as twitter, meaning there can be polls
set up and viewers can vote their opinion and in this case on the success of the fashion show. The
polls could also focus on specific aspects of the fashion show itself such as the live performance,
the female runway or the male runway, to name a few. Additionally, social media such as
Facebook can create pages and this is where reviews can be left of the event and here information
can be gathered in order to measure and evaluate the success of the event.
- Short evaluation surveys for guests post the event. Here the guests of the event can fill in a short
paper evaluation of the event once the event is over. The evaluations could be located in each of
the attendees rooms to fill in and be collected and recorded.
- Email the guest who attended and ask them to share their thoughts on the event. This would be
similar to the paper evaluation sheets however these would be electronic and sent to the attendees
of the event who received an email invitation.
- From the live stream we can check the views and how many people watched the event, and
assume their interest.
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Summary
In conclusion, in order to market this event and connect with clients who occupy the high
segment of the market, Shine Ferguson will be using a variety of tools, including multiple medias
that can help provide a good image of what the actual event would look like and what it would
offer to whoever takes part to it.
However, due to the 21 st century technology, using the internet and e-media to market the event
is more accessible and a more reliable in getting across the event. When marketing this event it
must be focused on creating hype for the event, getting out the name of the Shine Ferguson
brand, and staying to the theme and identity of the brand keeping it luxurious and exclusive.
This is why carefully selected celebrities and high profile models were chosen to represent the
fashion event and regular people couldn’t attend the event. However, the regular people who
weren’t able to attend the event could probably follow it through the Live Streaming, though
Facebook or also through the TV, due to the high hype created by the multiple reporters from all
over the world who were invited to take part to this elite’ event by receiving an email or a formal
letter personally sent by the Shine Ferguson company.
In looking at the communication of the event, again different platforms will be used in order to
give the guests an easy and carefree experience as all the activities and events will be readily
prepared and organised efficiently for the guests’ arrival. Attendees of the event should not be
made to feel confused about the order events and they should be able to have quality treatment
throughout the entirety of the event making for a luxury five star feel of luxury treatment as to
reflect on the Shine Ferguson brand.
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