WEHO blow with stylist magazine
Developing and implementing media relations strategies that produce genuine results is KBC’s stock-in-trade. Using our knowledge of the media, our alignment with our clients’ business goals and our creative flair, we can provide a best-in-class service that will deliver strong return on investment. Increasingly, this involves a multi-platform strategy such as our WEHO BLOW with Stylist Magazine campaign.
Visit West Hollywood wanted to create an impact in London targeting women in their 20s – 40s to celebrate their new cheeky branding and to widen their consumer database. Tapping into a growing tend for going out for a blow dry and using West Hollywood’s quirky messaging, we paired with top London hairdresser Taylor Taylor London to create a ‘WeHo Blow’ look for its customers. We offered them the chance to win a holiday to WeHo by entering a competition, which was advertised across all three central London salons and through an e-newsletter which was distributed to over 35,000 customers on the Taylor Taylor London database.
For the media element, we partnered with Stylist magazine, the perfect publication to target professional women in London, with a circulation above 400,000 and a million website readers. West Hollywood received one print and three online advertorials on stylist.co.uk highlighting the best reasons to visit the city, and its best nightlife, dining and shopping experiences. The campaign ran over a four-week period, culminating in a reader event for 30 winners to receive a ‘WeHo Blow’ at Taylor Taylor London in Shoreditch plus a WeHo goody bag.
The event was timed to coincide with the visit to London of Visit WeHo’s CEO for a media mission, giving him the chance to meet the readers while they enjoyed champagne, their ‘WeHo Blow’ and manicures at the salon.
The campaign resulted in 6,151 competition entries within Stylist, with 26% opting in for data capture and 15,000 unique users visiting the Stylist online editorials.
The Taylor Taylor competition resulted in 3,416 entries with 100% opt-in.