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The Tonic Comms was chosen as the lead agency to launch an exclusive collection of eyewear from visionary designer Julien Macdonald.

With a central London event location, The Tonic’s objective was to engage national and consumer media about the range of glasses and provide a glittering showcase in keeping with the Julien Macdonald brand.

A traditional media relations strategy encompassed event PR and product placement, resulting in around 60 media and blogger attendees – spanning trade, national and consumer press. Approximately 50 pieces of coverage were generated, reaching around 11 million consumers, with 100% of coverage including a brand mention.

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