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The Tonic Communications worked with Vision Express to launch and promote its extensive product range, which includes over 100 designer and exclusive brands. The One Direction eyewear range, for youngsters aged 6 to 14, hit shelves, as an exclusive collection.

 With no band access, lifestyle imagery or other marketing or advertising support, the PR activity generated more than 30 pieces of coverage, reaching over 13 million consumers. The cost per thousand (CPM) for consumers reached was 19 pence. Coverage reached the US and across Europe in titles including Daily Mail Online, The Sun, Daily Telegraph, Bliss, New!, Yahoo, Heat, Glamour & Perez Hilton.

In the client’s words:

“We have been so pleased with the amount of attention that our One Direction frames have received from the media. The One Direction frames have become one of our best-selling ranges.”

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