The Tonic led launch event PR for an exclusive eyewear range from visionary designer Julien Macdonald.

With a central London launch event location, The Tonic’s objective was to engage national and consumer media about the new 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. The showcase was held on Oxford Street, with The Tonic managing guest lists, VIPs and photographers, working in partnership with an events agency responsible for staging, theming and AV.

The Tonic developed all assets around the launch event, including briefing notes, save the date and media invitations, and liaised closely with Julien Macdonald’s team.

The event was a success. It resulted in more than 60 high profile media and blogger attendees, plus VIPs such as the Strictly Come Dancing celebrities and models.

Media attendees spanned trade, national and consumer outlets. Over 50 pieces of coverage were generated, reaching more than 11 million consumers, with 100% of coverage including a brand mention.

To find out more about our track record in launch event PR, get in touch with the team.

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