Dorchester Collection

Dorchester Collection

The Fashion Prize

Challenge

A Prize-Worthy Launch

Dorchester Collection Fashion Prize was created in 2010 to discover emerging designers that best demonstrated Dorchester Collection’s core principles: style, individuality, luxury and craftsmanship. For the Prize’s launch in the United States in 2011, Hawkins International was tasked with promoting its high-profile judges, fashion-forward initiatives, global events and its portfolio of talented designers.

A Prize-Worthy Launch

“The agency is an incredible source of ongoing support as we grow the Dorchester Collection brand…[Jennifer] Hawkins and her team have also provided essential counsel to ensure we have a strategic and integrated approach to promoting the brand through traditional and social media channels.” — Helen Smith, Vice President Sales & Marketing, Dorchester Collection

Targeting Fashion Influencers

Strategy

Targeting Fashion Influencers

Our travel, lifestyle and fashion focused PR strategy included announcement releases, strategic partnerships and a series of media events. We pitched designers’ stories to The New York Times and facilitated two large-scale New York media events with luxury partners including Belvedere, Domaine Chandon, NARS, and Joseph Kendall. The grand finale event was hosted at The Beverly Hills Hotel in Los Angeles, a Dorchester Collection hotel, ensuring photo and broadcast branding opportunities.

In one year, we secured over 224,000,000 media impressions for the Prize alone, including the front cover of The New York Times Style section.

Results

Eyes on the Prize

Our successful, strategic approach garnered significant coverage in outlets such as WWD, Style.com, ELLE, Los Angeles Times, New York Times, Forbes.com, Vogue.com, and Daily Front Row, while building a strong platform for the next launch of the 2012 Dorchester Collection Fashion Prize, in Paris.

We continue to work with Dorchester Collection, principal designers, key influencers and fashion media to further promote both the brand and prize on a global scale.

Eyes on the Prize

Takeaway

Hawkins International Knows Fashion

We have an established track record for promoting fashion-based PR campaigns by connecting with fashion media and leveraging strategic partnerships. We have maximized visibility for a variety of fashion, travel and lifestyle brands by garnering top-tier editorial coverage.

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