The PHA Buzz June 2013

PHA Media help BrandAlley bloom at Chelsea Flower Show

PHA joins Royalty to promote the best of UK fashion Last month, the best of British were out in full force to celebrate the home grown talent within the world of fashion and textiles as the NatWest UK Fashion & Textile Association hosted its annual awards ceremony. The coveted awards were presented by HRH The Princess Royal, President of UKFT, at a glittering gala ceremony hosted by Myleene Klass at London’s stylish One Mayfair venue. In the build-up to the awards, PHA’s Fashion & Lifestyle team were enlisted to help secure celebrity attendees, as well as media coverage following the event.

In an integrated campaign, the Fashion and Lifestyle and Digital teams assisted BrandAlley at one of the most prestigious events in the British social calendar: Chelsea Flower Show. The week-long event saw both departments work together to drum up a buzz online about BrandAlley’s garden, as well as hosting a multitude of press at the event. BrandAlley displayed a ‘fresh garden’ at this year’s Chelsea Flower Show, which was created by acclaimed designer Paul Hervey- Brookes. The garden was inspired by the colours and textures used in the catwalks for A/W13 fashion collections, and therefore the muted greens, orange and white hues used within the BrandAlley garden were a step away from the usual colour palettes of pinks and purples displayed at Chelsea, making it stand out from the crowd. At the beginning of the week, Chelsea hosted its closed VIP and press day, which saw the PHA team run around the event looking for celebrities to be pictured in the garden, as well as bringing high-calibre journalists to visit and write about BrandAlley. The effort paid off with Rob Brydon, Kirsty Alsopp and David Gandy amongst just a few of the names

that were to pay the garden visit. It was all hands on deck back at PHA Media too, with the team hitting the phones and achieving some fantastic coverage in the Mail Online, The Daily Telegraph and The Sunday Times, amongst other titles. The social media team further complemented this activity by drumming up engagement on BrandAlley’s social media channels. The team ran a multitude of competitions in the build up to and during the Chelsea Flower Show, which not only highlighted BrandAlley’s attendance at the event but resulted in 1,110 individual data capture and over 187,000 impressions online. In addition, PHA Digital coined and seeded the hashtag #BAGarden on Twitter which was used by the official RHS Twitter feed and other key home and garden influences. The campaign was a fantastic success, with more than twenty-five pieces of coverage achieved for BrandAlley as well as ten journalist visits taking place with key fashion press throughout the week. The BrandAlley garden was quick to impress the judges too – being awarded the highest achievement of a Gold Medal!

The evening was a great success and was attended by top fashion industry insiders, as well as celebrities including: Erin O’Connor, Victoria Pendleton, Caroline Flack, James Caan, Lydia Bright and Amber Atherton. On the evening, the PHA team were on hand to oversee the red carpet arrivals as well as hosting celebrity and VIP guests. Coverage of the awards featured in an array of media titles including: Hello!, Grazia, Daily Mail, Daily Express, The Sun, OK!, Vogue.com, MailOnline, The Guardian Online, Closer, Handbag and Yahoo.

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