PARTNERSHIP PROPOSAL 2011

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1 5 11 SEPT 2011 PARTNERSHIP PROPOSAL 2011 PRESENTED BY

2 Key Results MSFW events 78% increase in attendance to a total of 80,709* *Does not include ambient visitation at City Square 57% increase in media partnership value to a total of $1,081, % attendee satisfaction with MSFW 459% increase in website visits owing to a new digital proposition in % increase in editorial value to a total of $7,449, ,000 items of marketing collateral distributed 2

3 Event Overview Melbourne Spring Fashion Week (MSFW) is one of the largest and most popular consumer fashion events in Australia attracting over 80,000 people across a week of fashion experiences. Find. Discover. Create. Aspire. Owned and delivered by the City of Melbourne, MSFW seeks to build Melbourne s reputation as a city of unique culture and iconic fashion and design. It embraces the city s dynamic and rich retail and design landscape, engages culture-savvy Melburnians and entices visitors into the central city. A plethora of activities and experiences such as designer and ready-to-wear runways, workshops, exhibitions, films and parties fill the MSFW calendar and talk to a variety of audiences. As such MSFW provides a powerful platform with alignment for targeted and relevant association with fashion, design, style and innovation. Owing to an extensive program of events, and the exclusive opportunity for brands to integrate activation into programming, there are various partnership options at MSFW which will achieve outstanding results. 3

4 The Program 4

5 The Program 5 11 September 2011 With over 200 events, featuring over 70 Australian fashion designers and brands, and engaging over 80 industry stakeholders, MSFW 2011 is set to be one of the brightest and sophisticated events on the calendar this year. The 2011 program includes: BUSINESS SERIES Cultivate. Innovate. Discover. Designed to inspire, educate and engage, the Business Series celebrates and benchmarks retail, innovation, service and marketing. The series includes breakfast seminars with learning outcomes and a round-theclock fashion-led walk through Melbourne s city centre with the activation of Look.Stop.Shop during MSFW. EMERGING DESIGNER SERIES Urban. Cultural. Melbourne. As one of the most innovative and dynamic series on the MSFW calendar, the Emerging Designer Series showcases new design talent across a variety of platforms. In 2011 the series will encompass the RMIT graduate collections, a keynote emerging designer exhibition and central city window installations. This series is where you will find Australia s next generation of designers and serves as an important launch pad into the industry for RMIT graduates. SQUARE Connect. Entice. Explore. Experience. City Square transforms into an exciting and vibrant hub of fashion fun as it becomes the home of MSFW. Ready-to-wear lunch time runways, beauty workshops and interactive brand activations allow everyone from fashion lovers to curious onlookers to get involved for free. DESIGNER SERIES Iconic. Glamorous. Exclusive. As the hallmark event of MSFW, the Designer Series courts the most attention owing to its runways filled with the cream of Australia s fashion design talent. The ornate surroundings of the Melbourne Town Hall play host to four nights of glamour including astonishing runways and tailored brand activations. Two sophisticated bars at the Melbourne Town Hall compliment the beauty of the runways as patrons enjoy the spoils of champagne pre and post runway. Hospitality Suites AFTER DARK Laneways. Social. After Dark. Melbourne s iconic bar scene, tucked away in a labyrinth of laneways, will be the destination for the MSFW after-parties. Models, celebrities and fashionistas will dance the night away and ensure the gossip pages are full the next day. Or, for those who prefer to experience Melbourne s culinary delights, MSFW tickets holders can enjoy an exclusive offer at some of the city s leading restaurants. CITY SERIES Explore. Find. Discover. The energy and action of MSFW extends far beyond the runways with the central city exploding into unique cultural experiences. Our retail, fashion, art and cultural partners create excitement around the city with a host of events and activities which fall under the umbrella of the MSFW City Series. Distinctive. Luxurious. Premium. Hospitality suites transport guests into the lush and opulent surrounds of the Melbourne Town Hall. Guests are spoilt with sumptuous goodies before attending one of the Designer Series runways in a sought after VIP seat. 5

6 The Audience 6

7 The Audience The Fashionista Fashion Innovator / Early Adopter Is female (91% of the total market), aged between (56% are 20-29) and an avid fashion follower and shopping enthusiast. She is fun and very sociable seeking social currency through unique experiences. This brand savvy individual seeks the latest and searches for detailed information on fashion, trend, design, beauty, style and technology. The fashionistas are most likely to attend the Designer Series, runways at City Square, the Emerging Designer Series and the official After Dark after-parties. The Mainstream Consumer Fashion Curious They follow fashion trends but are more mainstream. Their preference is to shop in readily accessible retail locations and purchase ready-to-wear fashion. This market cuts across both male and female and encompasses all ages. This audience will be engaged in the fashion fun at City Square. The Industry Fashion, Design, Media An individual or organisation that is associated with design, fashion, retail or media. They own, run or work in a business or have the desire to do so. They seek out fashion events and desire to be a part of the scene. The Business Series, Designer Series and Emerging Designer Series will be patronised by the industry. 7

8 Exposure 8

9 Exposure MSFW is supported by a rigorous marketing and communications strategy which illustrates the breadth of events on offer, whilst tying them together through a sharp brand proposition and striking look and feel. The strategy will be hinged on four key objectives: 1. Brand Awareness A strategic marketing and communications campaign will drive awareness of MSFW via key media partnerships, above the line advertising, public relations and ambient media channels. Media Partnerships Strong and targeted media partnerships may be implemented across television, radio, print and online channels which will allow for far reaching advertising campaigns as well as integration into the event program. Public Relations A dedicated public relations agency will be engaged to deliver a strong publicity strategy from pre to post event. Ambient Media The city comes alive across a multitude of mediums including the city banner/flag program, café screens, super screens, gift bags and event signage throughout the central city. 2. Program Support An extensive suite of materials is developed to promote MSFW and articulate the variety of fashion experiences on offer: Official program (275,000) Press kits Invitations Daily run sheets Map and retailer offers 3. Digital Extension MSFW will again amplify its communication and harness local conversations from its community with a strong online and social media proposition. A dedicated MSFW website with compelling and rich content, e-newsletters and social media such as Twitter, Facebook, Flickr and YouTube will generate awareness amongst new audiences, drive engagement with target markets and encourage viral content distribution. 4. MSFW Face and Ambassador The role of the MSFW face and the MSFW ambassador will return in 2011 after the huge success of Lucy McIntosh (face) and Ruby Rose (ambassador) in The face and ambassador program drives media attention and buzz beyond event programming. Watch this space to find out who will be the face and ambassador in

10 Collaboration 10

11 Collaboration As one of Australia s ultimate destinations for fashion, MSFW presents brands with a powerful platform for alignment. Partnering with specific MSFW programming offers brands targeted and relevant association Partnering with MSFW provides a great way to access far-reaching audiences from your fashion lovers, to style influencers, the industry, mainstream consumers and business leaders. Pair this with tailored activation including clear product and brand integration at events, MSFW can ensure your brand has a fashionable yet functional partnership with the event that delivers return on objectives and investment. 11

12 Opportunities 12

13 Opportunities There are several partnership opportunities available for MSFW 2011 and the City of Melbourne can tailor a partnership package according to a brand s objectives. As a guide and depending on investment, the rights and benefits you can expect as a partner are broken down into the following categories: Principal Partner You will be recognised as the principal partner to MSFW 2011 and have presenting rights to Square. Rights and benefits Top level commercial rights to MSFW Presenting rights to Square Category exclusivity Private event Tailored activation opportunities VIP ticketing and hospitality at all MSFW events Highest level of brand recognition across marketing, advertising, public relations, collateral and signage Inclusion of partner question in MSFW research Product sampling Investment From $400,000 Major Partner You will be recognised as a major partner to MSFW 2011 and have naming rights to an official MSFW Series. Rights and benefits Naming rights to an official MSFW series Category exclusivity Private event Tailored activation opportunity VIP ticketing and hospitality at all MSFW events High level brand recognition across marketing, advertising, public relations, collateral and signage Inclusion of partner question in MSFW research Product sampling Investment From $200,000 Official Partner You will be recognised as an official partner to MSFW 2011 and have presenting rights to an official MSFW series. Rights and benefits Presenting rights to an official MSFW series Category exclusivity Private event Tailored activation opportunity VIP ticketing and hospitality at all MSFW events High level brand recognition across marketing, advertising, public relations, collateral and signage Inclusion of partner question in MSFW research Product sampling Investment From $100,000 Event Partner You will be recognised as an event partner to MSFW 2011 and have supporting rights to an official MSFW series or presenting rights to a MSFW special event. Rights and benefits Supporting rights to an official MSFW series or presenting rights to a MSFW special event Category exclusivity Tailored activation opportunity VIP ticketing and hospitality at all MSFW events Brand recognition across marketing, advertising, public relations, collateral and signage Access to MSFW research Product sampling Investment From $50,000 Supporting Partner You will be recognised as a supporting partner to MSFW 2011 Rights and benefits Relevant product integration Category exclusivity VIP ticketing and hospitality to selected MSFW events Brand recognition across marketing, advertising, public relations, collateral and signage where relevant Investment Dependent on product 13

14 Benefits 14

15 Benefits Some of the benefits you can expect from a partnership with MSFW include: Branding and Logo Building a strong alignment Benefits may include branding and logo recognition on: Event signage including sponsor logo boards, banners, flags and super-screens Program support collateral including official programs, tickets, invitations, gift bags and run sheets MSFW website and e-newsletters Marketing Establishing solid communication opportunities As a partner you may benefit from: Inclusion in advertising campaigns across print, radio and television Advertising in MSFW program/s, e-newsletters and website The opportunity to participate in MSFW consumer promotions Gaining access to MSFW databases for your own promotional purposes Event Activation Reach your target market in a relevant and engaging way We work with brands to tailor activation which is meaningful to MSFW whilst meeting a brand s objectives. Event activation opportunities may include: Clear product and brand placement at events Dedicated activation space across six days at high profile MSFW event spaces Product sampling Access to City of Melbourne owned spaces Accessing the industry to build unique interaction or experiences with your clientele, media or product Publicity and Acknowledgment Working together to create profile MSFW is supported by a rigorous publicity program which provides opportunities for partners to: Attend and gain exposure at official events and media launches Promote your event and develop public relations opportunities within the overall MSFW event program Leverage media opportunities at MSFW events Source opportunities to associate your product or brand with the MSFW face and MSFW ambassador Develop opportunities for your brand ambassador with the MSFW event and publicity program Networking and VIP Ticketing Enjoying partnership privileges MSFW events are perfectly placed for you to host and entertain clientele and staff. Partners will be provided with an allocation of tickets to all of the MSFW events: MSFW official media launch MSFW opening party MSFW Business Series MSFW Designer Series Square runways MSFW Emerging Designer Series MSFW After Dark MSFW Special Events Additional networking opportunities include: The opportunity to meet with and engage the Australian fashion and design industry Access to models, designers and stylists for you to host your own events Other City of Melbourne networking opportunities and events 15

16 Contact Details Stephanie Hamilton Client Development Manager Events Melbourne M T E Lucan Creamer Commercial Manager Events Melbourne M T E lucan.creamervvmelbourne.vic.gov.au melbourne.vic.gov.au/msfw Speak soon 16

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