Brief
Promote Brighton’s fashion credentials to attract new visitors and shoppers to the city.
Strategy
iCrossing took a strategic approach to promoting Brighton’s fashion credentials by identifying a hook – the Biba and Beyond exhibition – and creating shareable, quality content around this based on the target audience.
Execution
We created a documentary with Biba founder, Barbara Hulanicki which was shared with our online fashion influencer target list. The video also appeared on BBC news.
In addition, we secured an exclusive publishing deal with Emerald Street, a women’s lifestyle email and invited blogger fans to pose their own questions, providing them with exclusive clips for their sites.
Reader comments, social interactions and follow-up posts attested to the strong pull promotion of this exhibition.
Results
Our video was featured across 45 sites and social profiles, exclusive coverage was secured through the Emerald Street email to over 80,000 subscribers and there was a 100 per cent increase in visitor numbers over the first three months.
