Designer eyewear launch of One Direction range goes global

The Tonic was enlisted to promote Vision Express’ extensive designer eyewear collection.

A new One Direction designer eyewear range, for youngsters aged 6 to 14 years old, was due to hit Vision Express’ shelves.

At the time of launch, the band had reached their peak and the boys boasted followers across the globe.

Despite the significant fame of Harry, Zayn, Louis, Liam and Niall, limited resources were available to launch the range to the UK media.

Although a physical launch was not planned, The Tonic identified how a soft launch would be a valuable awareness-raising and commercial opportunity for the national retailer. Particularly as the collection was exclusive in the UK. .

With no band access, lifestyle imagery or other marketing or advertising support, the PR activity exceeded all expectations. Results generated media coverage reaching over 13 million consumers. Coverage span 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) people reached, was just 19 pence.

In the client’s words:

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

Looking for product PR support but lacking budget and time? The Tonic team can help provide a national and international platform to drive product sales. Find out how by contacting us.