AW 14 Casino Royale Event Plan
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INTRODUCTION The launch of the Dunhill AW 14 collection will be accompanied by a promotional launch event on September 6th 2014 aimed at members of the brands club. The event will involve a casino royale theme within the stunning grounds of The Grove Hotel in Hertfordshire which will reflect the elegance and quality of the brand and product. The catering and entertainment will exude the exclusive benchmark service in which Dunhill strives to provide a relaxing atmosphere when investing and experiencing the brand.
THE BRAND Dunhill is a Yorkshire luxury menswear brand with a key focus on fine tailoring and accessories whilst the brand operates from its London home as well as Tokyo, Hong Kong and Shanghai. Alfred Dunhill originally founded the brand in 1893 and originally made motoring accessories, which still shines through in the London home bespoke and custom leather service offering traditional quality craftsmanship. Dunhill is recognised for its elegance and contemporary take on British heritage with its design and input of quirky print and colour. Mrpoter.com describes Dunhill as a truly British men’s brand with masculine and elegant clothes whilst the accessories are sharp and practical. The Casino Royal event is relevant to the brand as it entails an exclusive experience which reflects the luxury lifestyle in which Dunhill aims to project. With a grand venue and breath taking location the event will be a night of classic indulgency in order for guests to build a relationship and understanding of the brand values of quality, elegance and service. As Dunhill strives to create a relaxing, homely experience the event will ensure excellent service with a friendly yet classy atmosphere with a live contemporary jazz singer and casino royal theme.
TARGET AUDIENCE In order to fulfil the promotional aim the casino royale event reaches out to middle class males who fit the businessman target consumer who enjoys the finer things life has to offer. To achieve this media figures will be invited to attend the event as journalists who focus their writing on the luxury industry will effectively reach out to immediate target audience through exposing on platforms they are interested in. This will include writers from websites such as the Luxury Daily, Nextluxury.com and Fashionisto as well as publications such as The City.
MESSAGE & AIM The message of this event evolves projecting Dunhill’s brand values surrounding quality, service, elegance, classic and global cultural perspective. The aim and purpose of this plan is to successfully execute an event which fully reflects the needs of the brand and consumer. The first objective of this event is to support and promote the Dunhill AW 14 collection to Dunhill’s target consumer. The second objective is to raise brand awareness amongst the target consumer, which will be measured by increase in membership and interaction amongst social platforms. The third objective is to raise sales profits in the London house by 10% by November 2014.
DESCRIPTION OF EVENT The event will be a casual expedition and approach with a formal and elegant edge through the Casino Royal theme, which is appropriate for the audience as people who enjoy a spot of gambling. The event is inspired by Dunhill’s aim to strive for a high quality and relaxed experience when investing in the brand. This will also form the message of the campaign that Dunhill offers an exclusive brand service and benchmark experience through its values. The AW 14 collection will be worn by professional models who will join the guests and take part in the casino themed entertainment, which will allows the guests to see the collection up front. When the guests have arrived and settled Dunhill CEO Fabrizio Cardinali will formally introduce the AW 14 collection and the models wearing it to the guests before describing the casino royal theme and the luxury Paradise Island 5* holiday prize . This will also provide photo opportunities to promote the event through exposure on social media sites as well as accompanying journalist pieces of those who attend. Whilst the casino is up and running waiters will serve champagne and canapés to the guests whilst contemporary jazz singer Julia Birkinshaw creates an elegant presence and relaxed mood. Towards the end of the night motivational speaker and fastest person to sail single-handed around the world non-stop Ellen MacArthur will host a charity auction for the sale of an exclusive Omega watch in aid of Cancer Research UK.
LOCATION The event will be located near London as this is where the brand is currently based, making it accessible and fairy easy to get to but also a little out of the ordinary. Holding the event in the stunning countryside of Hertfordshire provides the opportunity to express the brands British heritage, personality and tradition without being too far away. The location is easy to get to with access just off the M1 which runs straights from the heart of London and will attract the audience with the chance to escape the bustle of the city and experience the exclusive Dunhill lifestyle. Having the location in Hertfordshire will help fulfil the objective to promote the AW 14 collection as it will perfectly reflect the Dunhill lifestyle in which the target consumers aspire to.
VENUE The event will take place in the prestigious Grove Hotel, which is situated in the beautiful countryside of Hertfordshire. Both the historical building and stunning grounds emit the luxurious aspect of the Jamie Long brand whilst the relaxed atmosphere ensures guests truly feel at ease. This is important as the Dunhill brand take pride in making their customers feel at home and relating a relaxed atmosphere when experiencing the brand. As The Grove Hotel venue provides corporate and celebration events this will aid to the smooth running of the Dunhill event, especially in expressing the casino royal theme in catering, hospitality and entertainment. In addition, the venue provides an event service which offers finishing details including a red carpet as well as the casino tables needed for the Dunhill Casino Royale event.
The venue is fully accessible and covers all areas of health and safety for the event which is essential when hosting an event. The grove hotel has its own helipad which adds to theme of luxury and exclusivity as well as setting the scene for the casino royal theme as it exudes the high life of the Dunhill consumer and the benchmark service the brand strives upon in its values. As the event is being held a hotel guests have the opportunity to stay over in the chic and stylish luxury rooms which will truly top off a night of indulgence.
THEME A night with Dunhill will launch the AW 14 collection in style with a luxurious and exhilarating casino royal experience influenced by the 007 Bond film in which the consumer will relate to. With the lights dimmed in the grand venue and the guests dressed to impress this event will exude the lavish lifestyle of Dunhill in which the target audience aspire to. The theme is relevant to the brand as the casino royal theme reflects the exclusivity of the brand and the lifestyle of Dunhill. The theme is relevant to the target audience as it will withhold their attention whilst providing interesting story angles which emit the luxury and exclusivity of the brand and collection to the consumer. The consumer will enjoy this theme as he enjoys investing in his finances whilst exceeding a life of glamour and elegance.
ENTERTAINMENT The casino royal theme will really show through in the entertainment of the event as a full set up of roulette tables will be the main feature of the night. The casino will be played by virtual money as each guest is provided with ≤1000 worth of chips to play with in order to fully experience the entertainment. Guests will be encouraged to be fully involved in the casino royal theme with the chance to win a 5* holiday for 2 in the Bahamas for the person who end the night with the most chips. This component will attract the target audience as the hotel is where the 007 Casino Royal film was set and will provide an exciting Dunhill experience of quality, service and elegance for the guest who aspires to live in luxury.
In addition, contemporary jazz vocalist Julia Birkinshaw will perform on the centre stage of the Amber room in which the event will be held. With classy style, bombshell locks and the ability to create atmosphere the singer will really expose the elegant characteristics of the brand and event. The Amber room within the Grove Hotel has a raised stage area with ample lighting and a grand white piano which will aid setting the atmosphere and relaxed tone. Towards the end of the night Dame Ellen MacArthur will host a charity auction in Aid of Cancer Research UK. As research showed that the Dunhill consumer are likely to be involved in charity work this will be the perfect opportunity to raise both and awareness for a good cause whilst bidding for a stunning piece of luxury wrist wear. Hosting the auction will benefit the consumer as they aspire to own an Omega watch, which is also relevant to the casino royale theme as Bond stars are known for wearing them. In addition, Ellen MacArthur will prove an interesting host for both consumer and media attendees as she will have breath taking stories from her travel around the world, therefore providing story angles and inspiring conversation; especially as the consumer most likely enjoys sailing.
CATERING The Grove hotel offers an exquisite and creative catering menu including refreshments upon arrival, which will link the Dunhill’s pride in making their custom feel relaxed and in good hands as guests will be greeted with a glass of champagne. The elegant theme and brand value will shine through with upmarket food with a relaxed atmosphere as waiters circle the event with trays of canapÊs and sushi to entice the guests. The hotel provides all food, equipment and staff involved in catering for the event which will be added to the venue cost.
GIFTING Upon exiting the event each guest will receive a Dunhill gift bag which will include a thank you note signed by Alfred Dunhill, a Dunhill fragrance sample and a copy of the AW 14 collection look book. In addition, it will include an invitation to the Dunhill home in London for a free luxury spa treatment for guests to fully experience the luxurious benchmark service of Dunhill.
GUEST LIST Members of relevant press will be invited to attend the event to produce media content and coverage in order to fulfil the aim of the event and promote the AW 14 collection. These press attendees are selected through their apparent interest in the luxury menswear and tailoring, especially those who have previously been involved within the brand. Each guest will receive an invitation for the event by email and will be asked to visit the Dunhill London home to receive their full invitation. The invitation will also include a plus 1 which will introduce the Dunhill to a further audience who share the interests of the brands target consumer as well as encouraging guests to attend as they have familiar company in aid of the relaxed atmosphere. In addition, the event will be promoted to the target audience through sale of event tickets within the Dunhill London home which will be suggested by the staff upon the members visit or on request of further information encourage by the Dunhill social media networks. -Dunhill CEO Fabrizio Cardinali -Kayla Hutzler is an editorial assistant on Luxury Daily -Ian Wright ASOS men’s editor -Simon Crompton freelance journalist and editor of blog Permanent Style -Julie Ragolia Fashion director of The City magazine -Mark Hedley editor of Square Mile magazine -Brett Anderson editor of the Robb Report publication Senior Fashion Editor, Esquire Weekly at Hearst Magazines celebrity Talent Stylist at Freelance, senior Fashion Editor, Esquire magazine & The Big Black Book -Daniel Craig -Robert Downy Junior -George Clooney -David Gandy -Joseph Gordon-Levitt -Liam Hemsworth -Dan Stevens
PR The event will also be exposed on the Dunhill social network platforms in a limited manor as a way to reach out directly to the target consumer without losing the exclusive quality of the brand. This will be fulfilled by only posting limited information about the event such as the date and casino theme whilst directing the audience to the London house to seek further information. The event will also be advertised within relevant print and internet platforms in a similar manor in order to expose the event to the right consumer. This will be encouraged through writing press releases to editors describing the event and the main focus of exclusivity. The Casino Royal theme will be perfect for forming story angles of being involved in a high class luxury event surrounded by models wearing the collection whilst enjoying the casino entertainment. Story angles many also be related to the casino royal themes influence of the James Bond film as the event encapsulates the excitement and exclusivity involved in the film and its events. This point with attract the consumer as they enjoy reading about the lifestyle which they aspire to, especially the James Bond character.
APPENDICES REFERENCES Blogs.lse.ac.uk, (2014). [online] Available at: http://blogs.lse.ac.uk/polis/ files/2014/02/bottles-champagne.jpg [Accessed 6 May. 2014]. Cdn.mntm.me, (2014). [online] Available at: http://cdn.mntm.me/9a/ d2/36/One_And_Only_Ocean_Club_Hotel_Paradise_IslandParadise_Island-Bahamas-9ad236b6735c46aba2c3aad62a1a4b70.jpg [Accessed 6 May. 2014]. Esquire.com, (2014). [online] Available at: http://www.esquire.com/cm/ esquire/images/hT/esq-dunhill-022311-xlg.jpg [Accessed 6 May. 2014]. Fashionscollective.com, (2014). [online] Available at: http:// fashionscollective.com/wp-content/uploads/2012/04/BladonHoldall1.jpg [Accessed 6 May. 2014]. I.dailymail.co.uk, (2014). [online] Available at: http://i.dailymail.co.uk/i/ pix/tm/2008/11/the_grove_428x269_to_468x312.jpg [Accessed 6 May. 2014]. Imagesecdh.ctscdn.com, (2014). [online] Available at: http:// imagesecdh.ctscdn.com/images/0/0/21354cc1-508d-423e-a72ef4b581f08d43.jpg [Accessed 6 May. 2014]. Mgmgrand.com, (2014). [online] Available at: http:// www.mgmgrand.com/flash/casino/TableGames6-Large.jpg [Accessed 6 May. 2014]. Mysevenstar.com, (2014). [online] Available at: http:// www.mysevenstar.com/wp-content/gallery/my-seven-star-cuisine/ mysevenstar-cuisine-canapes.jpg [Accessed 6 May. 2014].
Gantt chart Time
Task
19.30
Start to welcome guests Ensure they can find their way to the red carpet entrance
20.00
Dunhill CEO welcome guests with sort speech
20.30
Casino night starts Playing chips are distributed
21.00
Julia Birkinshaw performance
21.30
Charity aucFon with Ellen MacArthur
12.00
Guests begin to leave
Floor Plans