WE BROADENED LVMH’S GLOBAL APPEAL FOR LES JOURNÉES PARTICULIÈRES...
CHALLENGE
How do you introduce an established European event to the North American market, demystifying the notion that the most luxurious brands in fashion, design and premium wines and spirits are inaccessible?
CREATIVE STRATEGY
For the 2018 North American debut of LVMH’s Les Journées Particuliéres - a relatively unknown complimentary “Open House” of renowned haute fashion and lifestyle brands opening their maisons to the general public on particular days - Parasol developed the ‘luxury is rarity’ storyline and media campaign, providing rare access and behind-the-scenes insight into makers showcasing their craft - pulling the fabric, blending the wines, stitching the leather.
RESULTS
The pre- and post-event media coverage revealed the personal stories and approachability of revered brands with names such as Bulgari, Louis Vuitton, Dior, Moet Hennessy, RIMOWA, Ruinart, Krug, Berluti, Pucci and Fendi - elevating consumer awareness and inspiring travel. The public relations coverage was featured in top tier publications, including LUXURY, Town & Country, Vogue, among others, and garnered more than 125 million media impressions that yielded a PR value in excess of $5 million.
Services Provided
Media Relations + News Bureau
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