Mission

To celebrate the launch of its 2019 special edition collection, neubau wanted to host four UK journalists, from a selection of fashion, design and lifestyle titles, to an exclusive launch event in Berlin – the home of Bauhaus, the inspiration behind the brand’s new range Walter & Wassily.

Little Red Rooster was tasked with securing these four UK journalists for a whirlwind overnight stay that would involve a trip around one of Berlin’s most iconic design museums, as well as a celebratory dinner in one of the city’s first ever theatres, a stunning, open-plan space that embodied the essence of Bauhaus and neuabu’s resulting collection.

Method

We put together a very targeted media list, based on the heritage and designs we had seen of the new range. We wanted to host a good mixture of fashion journalists – both women’s and men’s – as well as influential design and fashion titles. Approaching our target media over six weeks before the trip gave us an edge, as journalists diaries get very busy, and we also were sure to highlight the inspiration of the collection, the exciting destination and opportunity for press in our communications. All coverage was secured in advance of the media attending the trip.

Boom

Little Red Rooster managed to secure four journalists from the UK on the trip including Wallpaper*, Esquire, Evening Standard and High Snobiety. Each of the journalists not only represented key titles from neuabu’s priority media list but were also key for this new collection. As we organised all coverage prior to the trip, we saw a feature on Wallpaper* online, a highly influential design and fashion title that dedicated an entire piece to neubau, the collection and also included comment from the designers. In addition, neubau gained significant placement for two core frames on High Snobiety as well a half-page in the Evening Standard and an impressive slot in Esquire’s hallowed fashion pages.