Execution: To launch the new Weleda Pomegranate Facial Care range bare.pr invited selected New Zealand beauty media to a make-shift ‘Pomegranate Grove’ which was created in The O’Connell Room in Auckland’s CBD. By decorating the room to resemble an orchid, editors were easily engaged in the new range and able to understand what it was all about. Bare.pr ran the media launch on one day with two sessions to ensure conflicting media houses were kept separate, and each session consisted of an informal presentation and open discussion on the new range where editors were able to interact with the products and ask questions.
Media received: $40 000 (in first 3 months – still to come)
Within the first few months after the launch, placements for the new Weleda Pomegranate Facial care range were found in Australian Women’s Weekly, Beauty HQ, Woman’s Day, New Idea and other titles. With press still known to be coming in, coverage for this event is likely to reach a value of $70,000 plus.
