April 26, 2013
Action Heats Up Red Square With Sizzling Fashion Event
Action Russia recently completed a successful 6-month campaign with major Russian footwear manufacture CentrObuv, which included overseeing promotion of the company’s link-up with famous Russian designer Valentin Yudashkin.
Over the 6-month period, Action was responsible for development and implementation of a complex PR campaign which included media relations, SMM, and a major event to mark the collaboration of CentrObuv with Yudashkin, whose work is well-known in Paris, Milan and the other fashion capitals of the world. This collaboration between a local footwear mass brand and a world famous designer was the first of its kind in Russia.
The presentation of “Valentin Yudashkin Limited Collection for CentrObuv” was the undoubted highlight of the campaign and proved to be one of the biggest events in the history of Action’s Russian office. More than 250 people attended one of the most prestigious venues in the city of Moscow – Trade House GUM, on Red Square – across from the Kremlin. Top-level local glossy media, CentrObuv partners, and friends of the designer himself were among the guests present.
The concept behind the event embraced the four aspects of life of the modern woman – business, casual, sport & luxury – offering a combination of four original designs, complemented by four different menus in each of the four designated ‘zones’. Stars of Britain’s famous Incognito Artists entertained guests through the night, surprising them with unexpected comic appearances between – and even during – presentations the catwalk.
The event was a considerable success and resulted in substantial exposure in major glossy print magazines and significant internet buzz throughout Russia.
Over the six-month campaign, Action Russia continuously supported the new collaboration via social networks, major local forums and blogs, while also building relationships with major fashion magazines that hadn’t previously cooperated with CentrObuv.