Baia

Objectives

Bespoke hand-made bag brand, Baia, appointed Avant PR to handle all of its launch press and celebrity activity, creating a buzz around the brand and driving consumers to its website. The team was tasked with reaching out to celebrities and media that were in-keeping with the brand’s premium ranges, ensuring that the target market was reached.

Strategy

Avant PR utilised its finest celebrity contacts to ensure regular spots on stars, whilst also reaching out to target press to communicate news of the launch. The team began the campaign by focusing on the brand launch, before targeting specific pages and features for a consistent, proactive campaign that exceeded all expectations.

Outcome

Baia saw an impressive surge in sales on the back of its press campaign and was approached by a major, premium retailer with a view to stocking the collection in its entirety.

Highlights

  • Full page editorial pieces in publications including Look magazine
  • Regular features in key target title InStyle
  • Features in other target titles including Grazia, The Times Magazine, Stella, Elle and You
  • New celebrity fans including Made in Chelsea’s Rosie Fortescue, Diana Vickers and Laura Whitmore