What? We organised three press events for the launch of PrimaDonna’s first Sports collection in three European fashion capitals - Amsterdam, Berlin and Paris – and on three different days. Together with Van de Velde’s PR agencies we presented the new collection of sport-bras and accessories to a public of journalists, bloggers and influencers during a unique press event. In Berlin and Amsterdam we arranged a barre workshop, a popular work-out combining ballet, pilates and cardio. In Paris, we organised a power yoga workshop with Aria Crescendo, the former yoga teacher of celebrities like Jared Leto and Ashton Kutcher.
Target group? Journalists, bloggers and social influencers.
Number of participants? 36 in Amsterdam, 30 in Berlin and 40 in Paris.
This is what we did:
- The planning, organisation and follow-up of three press events, with a special focus on branding. We took care of all the practical aspects, so that Van de Velde’s PR and Communication team was able focus on their core business.
- We scouted and contracted original event venues in Amsterdam, Paris and Berlin.
- We scouted and contracted three professional dancers for a live performance at each of the venues.
- We scouted and contracted DJ Cat Carpenters.
- We coordinated the audio-visual set-up at the three venues.
- Catering: drinks and healthy and foremost delicious food after the work-out were a significant part of the program. The PrimaDonna Woman enjoys life to the fullest.
- Start-up partnerships with Dr Hauschka in Germany and Caudalie in The Netherlands and France.
- On-site project management and troubleshooting.
