market relaunch of a world loved brand
In 2018, Tommy Hilfiger decided to relaunch in the Cyprus market to increase brand awareness among locals, elevate its brand positioning, establish brand credibility within the female fashion industry, maintain its image as a global brand with an American spirit, and invest in long-term market establishment, rather than quick business with a top-line focus.
Action Cyprus re-introduced the brand to the market by adopting a more vocal approach and implementing dynamic communications campaigns to generate consistent wide-ranging publicity, while establishing strong connections with key fashion opinion leaders, such as stylists, fashion editors, fashion bloggers and social media influencers.
The re-launch campaign kicked off with a live broadcast of the official fashion show for the SS/18 collection on a popular fashion portal in Cyprus, with local fashionistas invited to be the first to take a glimpse of the new collection. A press release was sent out to all media, pointing out what the brand was all about and featuring key items of the collection. In the weeks that followed, Action liaised with fashion editors and stylists to re-introduce the brand and what it stands for, and to ensure that the brand was included in all fashion editorials moving forward. Action also prepared relevant content with newsworthy information about the brand that generated wide publicity.
After a very successful relaunch and repositioning, Action continues to work with Tommy Hilfiger to this day, developing and implementing integrated communication plans each season, in line with the international brand strategy. Activities include media relations, influencer activations and events, as well as handling all details from A to Z, to ensure maximum possible exposure for the brand and its current collections across various channels.
- €450K+ in PR value during the re-launch year
- Overall 1300+ articles generated in 3 years
- Overall €3m+ in PR Value in 3 years
- Proven increased brand awareness, as confirmed by Marketing Manager
- Action Cyprus praised by Tommy Hilfiger International as an example of good practice among all agencies that the company works with around the world.