The Launch Event

from Annual Communication Plan for Harry Winston

Bibliography

Gain recognition online using earned media Grow social media channel followers Put the brand on the spotlight

Launch the new collection Associate the brand with the brand with celebrities’ youth and freshness Expand and refresh previous PR markets with new targets

Event Highlights

The invitees will be welcomed initially at the Harry Winston flagship store across to launch the event virtually at the same time as the e-commerce launch via a livestreaming. After the initial launch, the invitees will be hosted to the main location. Elle Fanning, Zendaya and Negin Mirsalehi will be the main faces representing Harry Winston. The trio will be accessorised with the new collection. The event will celebrate a new era for Harry Winston. The charity event and the cause will be informed to the guests through a small booklet (see Annex). The event will include interviews with Elle Fanning, Zendaya and Negin for respective publications. The event will include 2 tiaras from the iconic Harry Winston vaults for guests to be able to try on and encourage social media sharing via the hashtag #JoySince1932.

Invitees

Vogue, Harper’s Bazaar, Vanity Fair, Net-a-Porter publication invitees, 3 guests selected via the twitter competition previously, Elle Fanning, Zendaya, Negin Mirsalehi, previous loyal customers fitting the new collection’s target profile, other notable social media personas (women 21-30), other celebrities fitting the profile such as Nina Dobrev, Emma Roberts etc.

Event

Launch event will be held at The Peninsula Hotel New York; as it is strategically positioned right across the main flagship store of Harry Winston. The Sun Terrace will be the location for the main event. Catering and services will be provided through the Hotel. The event will include ordoeuvres instead of full meals, and champagne and other wines. Decoration will be handled by VM GROUPE.