#HKEscapes
Contents THE CONCEPT REQUEST COVERAGE PLANNING JUNE -RTW: - LOCATION - ACTIVITIES -HOTEL JUNE -RTW: INFLUENCERS
THE CONCEPT #HKEscapes are trips organised and sponsored by Heidi Klein and partners to maximise the brand relationship with luxurious hotels, resorts, influencers and of course, the customer. The project was made with all the details in mind. The locations were chosen based on the brand market and after trend research and the influencers were picked after careful consideration aiming to reach the current and future markets.
JULY -MAINLINE: - LOCATION - ACTIVITIES -HOTEL JULY- MAINLINE: INFLUENCERS AUGUST - ACCESSORIES: - LOCATION - ACTIVITIES -HOTEL AUGUST - ACCESSORIES: INFLUENCERS PRESS RELEASE -JUNE TRIP-RTW
#HKEscapes - June - RTW Collection - 5 Days in Grace Bay - Turks and Caico Islands. -With Aimee Song (@songofstyle -5.4m) and Veronica Ferraro (@veronicaferraro - 850k) #HKEscapes - July - Mainline Collection - 5 Days in Turkey -With Alicia Roddy (@lissyroddyy - 569.4k) and Laura Jade Stone (@laurajadestone - 671k) #HKEscapes - August- Accessories - 5 Days in Sancho’s Beach - Fernando de Noronha -With Bruna Marquezine (@brunamarquezine 34,3m) and Amy Lefévre (@lefevrediary- 77,7k)
REQUEST COVERAGE
PLANNING
The brand invites the influencers to select their favourites pieces from swimwear, resort wear and accessories from the collection for the trip.
Heidi Klein asks the chosen influencers to use the #HKEscapes hashtag in every post so the brand can research, check and use the images in their own social media.
The minimum coverage requested are 2 Instagram posts per day featuring the brand products. All the posts must have the brand and the partners handles and hashtags.
3 1 6 4 2 Research locations: check trends, weather and places that match with the brand.
Propose an invitation to influencers.
FEBRUARY
Identify influencers and analyse their position at the market.
FEBRUARY
Organise the final details such as last minutes bookings, goodie bags and personalized gifts to the invited influencers .
Contact Hotel and activities to propose a collaboration. MARCH
MARCH
Booking flights and organising all the daily activities.
APRIL
Trip! Make sure that all the agreements are being done and everything is going as planned.
JUNE/JULY/AUGUST
MAY
At least 5 stories per day featuring our products. 1 youtube video (for influencers that are also youtubers).
8
Analyse all the material and check the metrics, analytics!
A MONTH AFTER EACH TRIP
9
Get feedback of the influencers, hotels and make sure that everything went as planned.
10
A MONTH AFTER EACH TRIP Gather all the content made to use in future posts, advertising, etc.
A MONTH AFTER EACH TRIP
GASENVOORT HOTEL
GRACE BAY, TURKS AND CAICO ISLANDS, CENTRAL AMERICA
The Hotel: Gasenvoort Turks and Caicos is a Five Star Hotel on the island with 3 winners in Travel and Leisure World’s Best Awards. The hotel is part of the Gansevoort Group, with hotels all over the world, and it’s well known for the iconic Grace Bay view, open-air lobby, infinity pool and award-winning restaurants, plus the spa and relaxing area. With 13.5k followers on the Instagram account, the Hotel also do partnerships with bloggers and influencers, so it’s a perfect match. Activities: The beach and the city give a wide range of activities for their tourists. Since simply enjoying a sunny day on the beach, going to award-winning restaurants, doing an eco-tour, going for a whale watching boat experience to even partying.
GRACE BAY
TW Collection
Location: Grace Bay at Turks and Caico Islands is located on the northeastern side of Providenciales, in Central America and its one of the most beautiful beaches to visit according to a few travel rankings and websites. The place is well known for the white sand and super blue ocean, and for their luxurious restaurants and shopping area. There’s also plenty of activities to make the tourists occupied all the time.
VERONICA FERRARO
GASENVOORT HOTEL
GRACE BAY
GASENVOORT HOTEL
POUSADA AIMEE SONG MARIA BONITA
TURKS AND CAICOS
GRACE BAY
GASENVOORT HOTEL
THURSDAY 12:00 - Arrival and Transfer to the hotel 14:00 - Welcome lunch in one of the hotel’s luxurious restaurants. 17:00- Quick pictures session 20:00- Dinner FRIDAY 10:00- Welcome breakfast. 11:30 - Relaxation in the Hotel SPA 13:00- Lunch at one of the most prestigious restaurants in town. 15:00 - Photoshoot with Aimee Song. 18:00- Sunset Dinner 21:00- Hotel Party SATURDAY 10:00- Breakfast at the hotel 11:30 - Activities in the beach 14:00- Lunch at the Hotel 16:00- Pictures session with Veronica 19:00- Dinner with Heidi Klein team 21:00- Party at the city SUNDAY 9:30- Transfer to the city 10:00-Breakfast at a town coffee shop 11:00 - Free time in the city 13:00- Lunch 15:00- Photoshoot session with Veronica and Aimee. 19:00- Goodbye Dinner MONDAY 10:00- Breakfast 11:30- Transfer to the airport 14:30 - Flight back home.
INFLUENCERS
AIMEE SONG @songofstyle
VERONICA FERRARO
@veronicaferraro
Aimee Song is a half Asian half American fashion blogger with over 5 million followers on her Instagram account, plus the other social media platforms. Her pictures have between 30k and 100k likes and she travels regularly with luxury brands. As she is American and has a big range of followers in the US she is a good fit for the RTW collection and can introduce Heidi Klein for a lot of potential costumers in the new New York City store.
5.1M followers American, Europeian and Asian followers
850k followers European followers
Veronica Ferraro is a top fashion blogger and Italian influencer known as the mind behind the lifestyle blog The Fashion Fruit. Her pictures have between 15k and 35k likes and she has over 850k followers only on Instagram. She is a perfect fit for the RTW Collection as she’s European and can engage even more the European woman to wear Heidi Klein.
KAS, ANTALYA TURKEY
The Hotel: Peninsula Garden Hotel is a four-star resort in Kas. With more than 3 TripAdvisor certificates, the hotel offers services such as Spa and Wellness, High Luxurious Restaurants, Boutiques and Sea-view rooms that make every guest wanting more. Even though is a well-known and prestigious hotel, they had just started with social media, which is a good partnership opportunity as they intend to grow their platforms, and the trip could help. Activities: Kas is a town with beautiful beaches and a large range of activities for a small Mediterranean town. You can enjoy scuba diving with sea animals, stand up paddle, visit the city itself and discover the beautiful corners, and of course, take private boats and enjoy the beach.
KAS BEACH
LISSY RODDY
KAS BEACH
PENINSULA GARDEN HOTEL
Mainline
Location: A seaside town on the Mediterranean coast in Antalya, Turkey. The location has an amazing seaside with amazing weather in summer and turquoise blue sea. With a historical town and houses surrounded by pink bougainvillaea flowers, the location is a beautiful summer paradise.
DIVING LAURA JADE STONE
PENINSULA GARDEN HOTEL
PENINSULA GARDEN HOTEL KAS TOWN
PENINSULA GARDEN HOTEL POUSADA MARIA BONITA
THURSDAY 12:00 - Arrival and Transfer to the hotel 14:00 - Welcome lunch in one of the hotel’s luxurious restaurants. 17:00- Quick pictures session 20:00- Dinner FRIDAY 10:00- Welcome breakfast. 11:30 - Relaxation in the Hotel SPA 13:00- Lunch at one of the most prestigious restaurants in town. 15:00 - Photoshoot with Lissy Roddy. 18:00- Sunset Dinner 21:00- Hotel Party SATURDAY 10:00- Breakfast at the hotel 11:30 - Activities in the beach 14:00- Lunch at the Hotel 16:00- Pictures session with Laura 19:00- Dinner with Heidi Klein team 21:00- Party at the city SUNDAY 9:30- Transfer to the city 10:00-Breakfast at a town coffee shop 11:00 - Free time in the city 13:00- Lunch 15:00- Photoshoot session with Laura Jade Stone and Lissy Roddy. 19:00- Goodbye Dinner MONDAY 10:00- Breakfast 11:30- Transfer to the airport 14:30 - Flight back home.
INFLUENCERS
LAURA JADE STONE @laurajadestone
ALICIA RODDY @lissyroddy
Laura Jade Stone is a fashion blogger and Instagrammer with over 600k followers. The Australian girl is known for putting together styling and fashion outfits. Always doing partnerships with brands, Laura is often travelling showing her followers how to create beautiful looks with luxury brands pieces. As she ‘s Australian, and the Heidi Klein market is growing every day there, she’s a great choice for the mainline collection.
673k followers Australian followers
571k followers UK and Europeian followers
Alicia Roddy, also known as Lissy Roddy is a British influencer with more than 500k followers only on Instagram, She is popular for posting her outfit pictures always mixing trends, high-low fashion and advertising brands. Because she’s English she was chosen to be one of the influencers for the Mainline collection, seeking the increase of sales.
PRAIA DO SANCHO , FERNANDO DE NORONHA, BRAZIL
The Hotel: Pousada Maria Bonita is one of the most famous hotels in the country. Owned by two celebrities, they transformed the place in a high-level luxurious resort. With Spas, restaurants, parties and activities, the hotel is super high rated and an amazing partnership option as they have more than 900k followers on their Instagram account. Activities: Fernando de Noronha is known to be a place to relax and connect with nature, so most of the activities are involved with the natural environment. The activities can vary between diving, hiking, doing stand up and surfing, but of course, they also have parties to make the nights more alive, and well-known restaurants.
SANCHO’S BEACH
POUSADA MARIA BONITA SANCHO’S BEACH
Accessories
Location: Praia do Sancho is a beach in Fernando de Noronha, Brazil. The place is a volcanic archipelago in the northeast coast of Brazil. One of the most private and exclusive places in the country, Praia do Sancho is known for the amazing views, light blue sea and famous to be frequented only by celebrities and well-known people.
BRUNA MARQUEZINE
POUSADA MARIA BONITA
BRUNA MARQUEZINE
POUSADA MARIA BONITA
AMY LEFEVRE
SANCHO’S BEACH
DOLPHIN’S WATCH
THURSDAY 12:00 - Arrival and Transfer to the hotel 14:00 - Welcome lunch in one of the hotel’s luxurious restaurants. 17:00- Quick pictures session 20:00- Dinner FRIDAY 10:00- Welcome breakfast. 11:30 - Relaxation in the Hotel SPA 13:00- Lunch at one of the most prestigious restaurants in town. 15:00 - Photoshoot with Amy 18:00- Sunset Dinner 21:00- Hotel Party SATURDAY 10:00- Breakfast at the hotel 11:30 - Activities in the beach 14:00- Lunch at the Hotel 16:00- Pictures session with Bruna 19:00- Dinner with Heidi Klein team 21:00- Party at the city SUNDAY 9:30- Transfer to the city 10:00-Breakfast at a town coffee shop 11:00 - Free time in the city 13:00- Lunch 15:00- Photoshoot session with Bruna Marquezine and Amy Lefevre 19:00- Goodbye Dinner MONDAY 10:00- Breakfast 11:30- Transfer to the airport 14:30 - Flight back home.
INFLUENCERS
BRUNA MARQUEZINE
34.3M followers
@brunamarquezine
Brazilian, South American and Europeian followers
AMY LEFEVRE
77.7k followers
@lefevrediary
US and Europeian followers
Bruna Marquezine is a Brazilian actress, model and influencer. She began to work in the television as a child, and now with only 23 years she is one of the most popular Brazilian actresses, that’s why she gather more than 30M followers on her Instagram account. She and the place were chosen because Brazil is a tropical place, with loads of beaches and a huge market is a good option to start investing there with the accessories collection.
Amy Lefevre is a French model represented by agencies in Europe, China and US. She’s also an influencer with more than 70k followers on her social media. With lifestyle and outfits pictures she’s an amazing option for the Accessories collection. Being French and based in NYC she has the followers that the brand needs for 2019, expanding the UK /European market and creating a US Market
Disclaimer: Although Bruna has lots of followers she could be a real option for a trip cause she’s a good friend of mine, and I have all of her contacts.
PRESS RELEASE - RTW COLLECTION
LUXURIOUS SWIMWEAR BRAND COLLABORATES WITH TOP WORLD’S INFLUENCERS TO SHOWCASE THE NEW 2019 READY TO WEAR COLLECTION. Heidi Klein takes off to Grace Bay with the gorgeous Italian blogger Veronica Ferraro and the mega-influencer and entrepreneur Aimee Song to introduce the new collection.
Heidi Klein is the iconic luxury swimwear brand in the UK, known as the one-stop destination before the holidays. With a wide range of products perfect to enjoy the sun, Heidi Klein’s making a lasting impression for the RTW Collection with a chic selection of animal prints, textured fabrics, monochrome with an elegant and modern touch. Transparent blue water, white sand and a perfect view, Heidi Klein picked the most amazing place to showcase and introduce the new collection. Last June the brand took off on a trip to Grace Bay, Turks and Caicos in Central America with two of the world’s top influencers, Veronica Ferraro and Aimee Song. The brand has a project called #HKEscapes and this year they took to another level, showcasing the collection with lifestyle pictures in beautiful beaches and presenting the brand for more than 6M followers through collaborations made with the influencers. In partnership with Gansevoort Turks and Caicos, the Instagrammers spent 4 nights in a luxurious paradise in Central America. In the meantime, they were trying all the new collection and showing their favourite pieces to their followers through amazing Instagram pictures and outfits. Besides the hotel, the brand also made partnerships with the top restaurants on the island, and with a tourism group that helped with all the activities and photo shoots. The influencers described the trip as an unforgettable and spectacular experience. They described the place as an amazing, most visit island with clear water and white sand and the pieces felt and fitted unbelievably good. With high-quality fabrics and outstanding design, the influencers said that Heidi Klein is now one of their favourite summer brands. Heidi Klein is now one of the biggest luxury swimwear brands in the world selling in more than 150 stores in 39 countries. The new collection keeps the brand at a high level, with elegant designs and effortlessly chic pieces. For more information and to know more about the brand and the new collection please visit: www.heidiklein.com
THANK YOU!