PR project By Maria Estegneeva
Designer • Name: Imanol Ortigosa • From: Mataro, Barcelona • Occupation: IED student, 2 year • Hobbies: movies, art, beach, nightlife
Recent Design
Research • Strengthening relationship between Spain and Moscow (Spanish designer participates in RFW, Spanish shows in Gallery “Akter”) • There are 2 million dogs in Moscow, every 5th person has a dog)
Dogs` collection Trend
Military
Bright tiger print
Catwalk
Design for dog
Sailor
Denim
Classic black and white
Brand Name: Belka & Strelka
PR Goals Messages: Всё как у людей (rus. almost like people = as people dress) Fashion pioneers Response: • To take participation in our contest with enthusiasm, to make a buzz among their fashionable friends, to become loyal customers Media: • Magazines Elle, Glamour, Cosmopolitan Shopping, In Style • Social networks facebook and vkontakte
Target Age from 15 to 22 • Education: Currently studying at school or university • Occupation: Student , castings for modeling and actresses • Brands : D&G, Juicy Couture, Cacharel, DSquared , • Fashion dependence : Adopters, followers • Shopping areas :Main streets and medium – high level shopping malls
Age from 23 to 30 • Education: Graduator or having its second diploma • Occupation: Model, actress, socialite
• Brands: Gucci, Versace, Prada, YSL, DSquared, Escada • Fashion dependence: Adopters, followers • Shopping areas: Shopping malls of premium level
Target • Movies: Commercial films and classical iconic fashioned films (Breakfast at Tiffany`s)
• Movies: Commercial film but with philosophical context
Music: Pop, R n B, House Hobbies: Nightlife, shopping, pets, travelling, any entertainment that is fashionable •
Cars: Audi TT, Mazda RX8
•Cars: Audi Q5
Target
PR Strategy "meaty smelling attractant" posters
clubs devoted to the fashion for dogs social networks
Event contest
press releases and invitations media
invitations/ gifts
ten celebrities who have dogs
Press Release
New technologies Webpage
Online shop
Social networks
Blog
Crisis Situation Not enough people on the event Bad weather Customer complain about deliveries (considering last problems with Russian customs) Award was unfair Use animals in advertising
No successful background of a designer Accident during event
Respond Before event ask the organization who provides flash mobs Closed tents Warn about possible difficulties that can happen beforehand (on webpage) Create criteria for the winners Show the owner`s interview showing that his dog and he were happy to do it His truly love and interest in Russia 2 months before warn administrative department about planning event
Event Date: 18th of September 2010 Time: 15:00 Place: Park Mandelstam, Moscow
100 people with/without their dogs are invited
Purpose: contest 10 winners will get new clothes for dogs
Around 10 big sponsors Cool yard for your dog Free samples from sponsors
Press: Glamour, Elle, Cosmopolitan shopping, In Style Photos souvenirs with your dog
Celebrities
Decorations
Thank you!