The Media Plan POES

VOGUE US: actions

Press release about the new segment and capsule collections Special photoshoot of collection one capsule collection with Zendaya (Brand Ambassador for the collection and co-designer). Interview with Zendaya about the causes supported Announcement of social media competition to attend the launch events

Press release about the new segment and capsule collections Cover Page Elle Fanning wearing the collection Special photoshoot of collection one capsule collection with Elle Fanning (Brand Ambassador for the collection and co-designer). Interview with Elle Fanning about the causes supported Announcement of social media competition to attend the launch events

VANITY FAIR: actions

HARPER’s BAZAAR: actions

Press release about the new segment and capsule collections Cover Page Elle Fanning wearing the collection Special photoshoot of collection one capsule collection with Zendaya (Brand Ambassador for the collection and co-designer). Interview with Elle Fanning about the causes supported Announcement of social media competition to attend the launch events

VOGUE US: actions

Homepage advertisement of photoshoots done with the 3 ambassadors and extra images from behind-the-scenes Press Release of the new segment Campaign advertisement with the 3 ambassadors Behind-the-scenes footage of the girls in studio working with Harry Winston team to design

MEDIA:ONLINE

Net-A-Porter: actions

Press Release of the new segment Press Release about Harry Winston collection coming to Net-aPorter Campaign advertisement with the ambassadors Information about the causes supported Interview about the Harry Winston Hope Foundation

MEDIA:SOCIAL MEDIA

Main social media channels utilised will be Instagram, Twitter and YouTube. Unlike the

brand has been operating previously, each social media channel will be used for differ

ent purposes. The tone of voice will be more friendly, and engagement with users will

be enhanced.

Instagram will be the main platform to promote the new collections. One of the brand

ambassadors will occasionally take-over the Harry Winston account stories to pro

mote and explain the collection as well as the humanitarian efforts; all the while asso

ciating the brand name with a younger, fresh persona.

Twitter is a great channel to keep in touch with our target group, and also to host

the competition to attend the official launch event for 3 winners (retweeting;word of

mouth)

YouTube platform will be used to publish main advertisement videos, behind-the

scenes footage, live Q&A with the Harry Winston channel via the brand ambassadors.

The PR plan is aimed to accomplish below aspects.

OBJECTIVES

Associate the brand image with a younger face; and a fresh image

Increase awareness about the brand and its mission through cho

sen celebrities

Take advantage of the following groups of the chosen celebrities/

influencers to gain further recognition

Take advantage of the social media strongholds’ of the chosen

people to strengthen its own social media presence