PRCO was appointed to drive brand awareness of Versace in the Russian and CIS markets.
PRCO created a strategy that aligned with Versace’s global brand marketing vision and move towards a more understated messaging and approach.
PRCO delivered a successful repositioning campaign for the iconic luxury brand via targeted feature placement in key luxury and aspirational titles. The PRCO team also negotiated a series of high-profile celebrity and influencer dressing opportunities with A-list celebrities, each of whom was carefully selected to embody the new brand direction and attitude.
Highlights included red carpet styling opportunities at the Cannes Film Festival, together with a number of Moscow-based events including MMKF International Film Festival, Kinotavr, May Fashion Fair and The GQ Men of the Year awards.
The PRCO showroom at Stoleshnikov Pereulok also hosted a number of new collection launches.
Further activity included key profiling opportunities for designer Donatella Versace and CEO G.G. Ferraris in business and lifestyle titles, as well as high-energy ongoing quality coverage of new collections and hero pieces.