AUCKLAND, Today: New Zealand Fashion Week will return to Auckland in 2021 after the impact of Covid-19 prompted organisers to cancel this year’s event.
The highlight of New Zealand’s fashion calendar will return to the Auckland Town Hall and Aotea Square next year from Monday 30 August to Sunday 5 September.
And Pead PR has once again been appointed as the lead marketing and communication agency.
Pead will oversee communication strategy, influencer liaison, media relations and media partnerships. They will also work alongside NZFW brand and commercial manager Myken Stewart to develop bespoke activation plans for sponsors.
Dame Pieter Stewart, founder and managing director of New Zealand Fashion Week, said Pead was the obvious choice to handle an event of this magnitude.
“Deborah Pead was our founding PR partner in 2000, and Pead’s impact on the event last year was significant,” she said.
“Their efforts saw the quality and breadth of our publicity skyrocket, and they helped us navigate a tricky relaunch as we moved back to our home at Aotea Square.
“Deborah Pead was our founding PR partner in 2000, and Pead’s impact on the event last year was significant.”
“Pead has always been recognised as a leader in media relations, but now they’ll also be helping us put digital at the heart of the events as we’re planning a significant investment in digital amplification to ensure our shows reach a wider audience.”
Kelly Grindle, director of integrated strategy at Pead, said: “This is truly one of the most expansive and exciting events to work on – our agency needs to demonstrate strong strategic insights, excellent media relationships, strict administrative processes, and a detailed understanding of all marketing channels.”
“Next year, New Zealand Fashion Week will be celebrating its 20th anniversary – and we have a lot of creative ideas and strategic alignments up our sleeves to give the event the celebration it deserves.
“New Zealand Fashion Week is a significant account for Pead, with the campaign duration spanning seven months, and the live week of action demanding the management of 50 events, for 100 designers and 30,000 guests.
Myken Stewart commented: “Many brands and businesses are missing the vibrancy that live events and public activations such as New Zealand Fashion Week add to their marketing mix. Next year is going to be one for the history books – we’ll be celebrating twenty years of fashion in New Zealand and have significant plans underway to make this truly special.
“We can create customised and bespoke sponsorship packages for any business, in almost any category – from gold tier sponsors to supporting partners, or automotive industry to FMCG goods – NZFW provides a unique opportunity to connect with style-conscious consumers.”
In 2021 New Zealand Fashion Week will be a four-day celebration of New Zealand fashion for trade and media, culminating in the much-anticipated public facing two-day celebration for Fashion Weekend, with shows being digitally amplified to reach a larger audience.
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