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Elle Macpherson Body

Objective
For the global launch of Elle Macpherson’s new lingerie collection Elle Macpherson Body, C+Co was engaged to gain quality feature coverage across top target NZ media across newspapers, radio, television, magazines and online, telling the story of Elle Macpherson as a businesswoman and entrepreneur, creating widespread brand awareness and driving word of mouth.

Strategy
Offer key media advance email interviews to deliver widespread feature coverage in advance of Elle’s visit to NZ. During Elle’s short visit to NZ manage a series of media interviews to deliver front page, prime time media coverage cementing the brand as a major player in the lingerie market.

Result
Blanket media coverage was achieved across key media platforms with more than 30 pieces of coverage including Seven Sharp, TV One Breakfast, a front cover feature in Viva and front page of the NZ Herald. A significant sales uplift saw Farmers, the exclusive stockist of EMB selling out of many styles following the launch.