To launch up-and-coming Hong Kong designer Erbert Chong’s first collection Safari54 SS14 and establish him as a hot new talent with a distinct style.
Approach
Crafted an edgy launch event with fashion catwalk at a brand new venue, highlighting the core messages of innovation and inspiration
Hosted dedicated media and blogger previews
Pitched interviews with Erbert Chong to establish his profile and identity with focus on profile-building feature stories
Hosted an influencer engagement party and initiated a gifting programme to win appeal and market positioning
Focused on the ‘Made in Hong Kong’ angle to inspire local media
Outcomes
+20 high profile features for this one-off event
Stories positioning Erbert as a designer to look out for in trend publications including City Magazine, Time Out, SCMP, The Peak, Baccarat, Prestige and Oriental Daily
