NET-A-PORTER & MR PORTER | BRAND PARTNERSHIP
MCMPR initiated a major partnership for NET-A-PORTER and MR PORTER with the inaugural Museum of Applied Arts & Sciences (MAAS) Centre for Fashion Ball. The first of its kind in Australia, the MAAS Ball was co-hosted by Vogue Australia Editor-in-chief, Edwina McCann, and Harper’s BAZAAR Australia Editor-in-chief, Kellie Hush, and raised funds that will secure acquisitions of Australian fashion to strengthen the Museum’s collection for future generations.
The presenting partnership amplified NET-A-PORTER and MR PORTER’s ongoing commitment to supporting Australian fashion and promoting it on the international stage. The online luxury retailers hosted tables of Australian designers, media and influencers at the Ball; showcased contemporary red carpet looks alongside the Museum’s Icons collection; and MR PORTER Style Director, Olie Arnold, travelled to Sydney to present as one of the night’s key speakers.
The Ball was attended by over 250 industry leaders including international stars Phoebe Tonkin, Cat McNeil, Catherine Baba, NET-A-PORTER guest Leone Hanne of Ohh Couture, and Elyse Taylor, and iconic local names The Hon. Julie Bishop MP, Jenny Kee, Linda Jackson, Jordan and Zach Stenmark, Romance Was Born’s Anna Plunkett and Luke Sales, Christine Centenera, Simone Zimmermann and Akira Isogawa.
MCMPR led the PR strategy for both the partnership and the MAAS Ball in its entirety, positioning the event as an industry defining moment and securing a total of 145 pieces of editorial coverage (and counting) with over 75M reach and valued at over $5M. This included significant features in The Australian, Australian Financial Review, Sydney Morning Herald, Sun Herald, Sunday Telegraph, Vogue, Harper’s Bazaar, 10 Magazine, Executive Style and Russh. Social media went into overdrive during the 48 hours surrounding the Ball, with hundreds of posts from guests and those reposting from home and afar.
- PARTNERSHIP PROCUREMENT
- PR STRATEGY
- MEDIA RELATIONS & INDUSTRY INTRODUCTIONS
- GUEST LIST & RED CARPET MANAGEMENT
- VIP SERVICES