Global profile for One Direction designer brand launch

The Tonic was enlisted to promote Vision Express’ extensive designer brand range.

The Tonic identified that a new One Direction eyewear range, for youngsters aged 6 to 14, was due to hit shelves, as an exclusive collection in the UK. It was pinpointed as a valuable awareness-raising opportunity for the retailer alongside its other high profile designer brand items.

With no band access, lifestyle imagery or other marketing or advertising support, the PR activity generated media coverage reaching over 13 million consumers. Coverage reached the US and across Europe in titles including Daily Mail Online, The Sun, Daily Telegraph, Bliss, New!, Yahoo, Heat, Glamour & Perez Hilton.

The cost per thousand (CPM) delivered for the client was 19 pence.

In the client’s words:

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

The Tonic team can help provide a national and international platform to drive product sales. Find out how by contacting us.