Emirates X Joseph and Alexander
Taking a Local Brand Global
THE BRIEF
With the launch of the UAE Vision 2021, which expresses a sustainable environment and infrastructure as one of the core priorities to the agenda, just talking about sustainability is no longer enough. With this in mind, we developed a PR strategy for the brand launch that put action into place to adjust thoughts on sustainability, and more importantly tackle how we as consumers in the region can support the change, especially when it comes to fashion.
THE DELIVERY
While researching the national initiatives for controlling emissions, we noted that a significant portion of an individual’s carbon footprint is through their flight travel so we thought – what better way to help support these goals by partnering our sustainably-minded travel/holiday brand with the Dubai airline already looking to offset its emissions: Emirates. Atteline targeted Emirates for a strategic partnership, and the airline agreed to the collaboration with no payment having seen significant media relations and influencer engagement (secured by Atteline) that supported sustainable communication within the region. Joseph & Alexander, Atteline and Emirates worked together to produce a father-son collection to be sold solely through Joseph & Alexander and the Emirates point of sales.
THE OUTCOME
We hosted a launch event for the collaboration and saw over 100 media and influencers in attendance, generating brand awareness. Furthermore, to evaluate the entirety of this campaign, we looked at a few different metrics for success that directly related to our objectives set.
Build brand awareness – With a total circulation of over 6.5 million, we got our brand in front of new audiences. We saw a total PR value of $797,057 in the 1-month launch time frame (approved external communications window).
Manage brand reputation – Through 100% key message penetration in our thought leadership pieces, our brand was portrayed in a positive light.
Established thought leadership – in the sustainable materials space through 22 thought leadership pieces secured in the pre, during and post-campaign launch phases.
Reach new audiences to further brand reach and support bottom line – Actual sales were made solely on this capsule collection (actual revenue cannot be disclosed).
To go above and beyond, we secured barter agreements including influencers, the venue, catering, and even Careem who offered a 30% discount code for attendees.