GPT Group: Launching Fashion @ Highpoint
Highpoint was launching the shopping centre’s new fashion credentials in an attempt to re-position the brand.
Mango engaged renowned UK fashion blogger and founder of What I Wore Today, Poppy Dinsey, to act as the centre’s fashion ambassador during the initial launch period from 14 – 17 March 2013.
The role saw Poppy produce content in centre, conduct media interviews, work with retailers, host the centre’s runway shows, host a Melbourne fashion blogger challenge and an event to announce the winning blogger. Post launch Poppy is mentoring the blogger challenge winner for 12 months and will host them during London Fashion Week. The blogger challenge winner is now Highpoint’s official fashion contributor.
- Blogger challenge and event generated 27 separate blog posts across 17 Melbourne fashion blogs and 113 social media hits
- Poppy’s visit generated almost $500,000 worth of editorial coverage
- Blogger challenge winner is now producing weekly content for the centre, running styling sessions and more!