London Fashion Weekend 2011

Part of the Single Market Events family, London Fashion Weekend is a twice-a-year consumer fashion event taking place at London’s Somerset House, the largest of its kind across the UK. Created with fashion savvy audiences in mind, London Fashion Weekend gives consumers an opportunity to shop for the latest trends in British and international fashion at affordable prices.

Drawing on available consumer research on the festival’s core target audience and in-depth understanding of shopper behaviour, Impact proposed a field marketing campaign aimed at reaching out for and engaging with those audiences at community and grassroots level.

Using behavioural and demographic targeting, the campaign was designed to maximize audience engagement and interactivity through ad-hoc word-of-mouth communications, the distribution of eye-catching A2 posters to high-footfall venues in central London, a leaflleting campaign targeting major shopping events like Vogue’s Fashion Night Out and the opening of Westfield Stratford, shop-drops and a variety of print display Network Runs, including Liberal Opinions, The City Network and London Life*. This with a view to enhancing brand awareness and driving ticket sales for the four-day fashion event.

Throughout the two-week campaign Impact:

Positioned a team of brand ambassadors inside Somerset House during London Fashion Week, a trade event immediately preceding London Fashion Weekend, to cross-promote LFWE to journalists, designers and buyers attending the catwalks.
Carried out a teaser word-of-mouth campaign across 100 office receptions and hotel concierges in affluent areas around Somerset House, such as The Temples, Holborn, Chancery Lane.
Conducted a shop-drop campaign targeting hairdressers, beauty salons, designer boutiques, jewellery shops, in a bid to generate advance interest towards the event from shop owners and their clients.
Distributed over 70,000 postcards and 500 A2 posters in the two-week leading up to the event.

* Network Runs target key demographics London-wide, including mainstream arts audiences & theatre-goers, domestic & international visitors, families & teenagers, City workers and London professionals. The incentive here is to raise awareness within specific audience segments by displaying print in venues that are relevant to each segment group.

To find out more about our Promotions Team campaigns please email Claudio Giambrone at claudio@impactideas.co.uk or call 020 7729 5978.

Impact’s innovative marketing campaigns are tailored to suit each customer’s unique requirements, with the same market-leading service for every job, big or small.

Our work varies from traditional print display to multi-layered, co-ordinated campaigns comprising word-of-mouth marketing, community engagement and themed promotions.
Here is a small selection of the innovative, high-profile projects we have delivered for our clients to give an idea of what we can do. But don’t forget – every job is different and your campaign will be created just for you!