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ZMIROV_COMMUNICATION_LENZING_FASHION
ZMIROV_COMMUNICATION_LENZING_FASHION
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SPORT - FORM


Brand content• Media relations

LENZING

CHALLENGE

• To support business development and acquire new customers

• To establish Tencel as a guarantee label for consumers

• To convince consumers that buying a brand using this solution is good for them and for the planet

• To stimulate the interest of b2c media for a b2b solution

ACTION PLAN

Quality first! A hot and sensitive topic -> meetings, itws

• Press release on the new CEO of Lenzing

• Individual interviews with btob’s by Lenzing (FashionNetWork)

• Individual follow-up of journalists (Interfilieres professional fair, daily opportunities and placements)

• Placement of Fashion TencelTM pieces in the shopping page or the fashion editorial

• Presentation of Lenzing at the Zmirov press days (September/November)

• Press release on the collaboration between Lenzing and Timberland

• Press kit on TencelTM and Refibra

• Press trip to Lenzing with 2 btob and btoc journalists : le Monde and Fashion network

RESULTS

  • 96 B2B and B2C press clippings: 2 full pages in Le Monde and Vogue (green edition)
  • Image media: Milk, Cosmo, Elle // Expert media by category: Oudtoor Expert, WWD
  • Statutory media: Le Figaro, Le Point, L’Obs + 1 TV broadcast