Style Birmingham Live 2010 was a three-day fashion and beauty event that took place at key retail venues across Birmingham's city centre in support of Retail Birmingham's Style Birmingham magazine.
Rewired was the retained agency for Retail Birmingham throughout 2010 and was instructed to carry out the PR campaign for the launch of Style Birmingham Live, as well as during and after the event.
From 24-26 September 2010, a range of fashion and beauty events were scheduled, including a catwalk show hosted by George Lamb in the Town Hall, 'The Show' at Bullring, and a catwalk display at Pavilions hosted by model Ruth Crilly. There was also a series of in-store events at Harvey Nichols, House of Fraser and Selfridges.
The brief required Rewired to generate coverage in local, regional, national, online and broadcast press.
Our main objectives were to generate ticket sales; generate press coverage; raise the profile of the event line-up; hold a press launch; and manage the requirements of partners.
Through Rewired's continued work with Retail Birmingham we were well-briefed on the work of the organisation and the messages that it wanted to promote. In addition to our existing relationships with the main target press, we compiled additional press lists to include those interested in live fashion events.
We drafted a detailed PR activity timeline, covering all activity in the lead up to the event. This ensured all key messages were being pushed and that we were promoting the individual elements of the event.
Rewired held a number of events in the lead up to Style Birmingham Live, including a press launch with George Lamb which garnered much press attention. We also held promotional activities in Brindleyplace and events at participating retailers.
Rewired handled all press activity. This included issuing press releases, selling-in features, securing competitions, and planning interviews and photo calls prior to, and during, the event.
Rewired additionally managed the Style Birmingham Live official Twitter and Facebook accounts.
Communication was a key factor to the success of the campaign and Rewired was in daily contact with Retail Birmingham. We circulated weekly update emails, detailing activity carried out for the week, coverage agreed and achieved, as well as key activity for the following week.
Style Birmingham Live attracted over 7,000 visitors to the main show and increased footfall to Birmingham's two main shopping streets by 20%.
Coverage included listings in Stylist magazine, on the Daily Mirror's 3am website and a number of interviews with host George Lamb in various publications. We secured an extensive feature on ITV Central Tonight and a large number of regional articles, which was the primary target in order to increase ticket sales.
The PR campaign achieved over 156 pieces of coverage, with the total advertising value equivalent of the Style Birmingham Live campaign over Â£1.3 million.
Following the 2010's huge success, Style Birmingham Live has now become an established annual event scheduled every September.