As part of the Global Launch of Heidi Klum's Intimates range, we planned a grand arrival into Bourke Street Mall. 

 

The Myer event was the first of a number of reatiler events as part of the Launch, so we needed it to be impactful and memorable for the brand, the media and the audience. 

 

Heidi arrived in a chartered tram, with an entourage of models to show case the full range of the brand, which created an iconically Melbourne moment, and hero image for media. 

She then joined Myer Ambassador Kris Smith on stage for a Q&A, before hosting an highly styalised parade through the Myer Melbourne windows and interacting with the audience.

 

Other elements of the day included a staff training session for key sales team members from across the state, a private meet and greet with igh spending customers, and a Q&A with Myer Head Office staff members.

 

Being solely responsible for delivering this event, I worked with internal and external stakeholders including the brand, the Council and Yarra Trams to execute a plan with a high level of complexity in a way which was clear, calm and orderly. 

I also styled the staging, choreographed the parade and briefed all model styling, to ensure vision and consistency across all asthetic elements of the event.

 

The event was incredibly successful with Australian and international media, delivering on PR and finishing under budget.