MCMPR was the agency partner of choice to lead the Australian launch for Anine Bing; providing market intelligence and expertise to guide the brand’s successful entry to market and opening of its flagship Sydney boutique.
The brand’s Scandinavian heritage and American energy was amplified through a dedicated communications strategy that connected key media with founder, and brand namesake, Anine Bing with a packed schedule of interviews and introductions ahead of hosting celebrations at the newly opened boutique.
MCMPR was responsible for the event production and guest list; as well as a pre-event styling suite to allow friends of the brand a sneak peek, and a chance to select an outfit to be dressed for the evening.
The campaign resulted in 189 pieces of coverage and attendance at the event from top-tier titles including; VOGUE, Harper’s Bazaar, ELLE, RUSSH, InStyle, AFR and Stellar and local tastemakers; Talisa Sutton, Bella Thomas, Brooke Testoni, Nadia Fairfax and Pip Edwards.