Anna Wintour created the inaugural VOGUE Fashion’s Night Out event in 2009 to support retailers suffering in the wake of the GFC. The brief was to leverage the event to entrench VOGUE’s position as fashion bible and further enhance the relationship with retailers and advertisers.
The insight was that Sydney-siders had stopped shopping in the CBD due to a lacklustre retail offer and inconvenience caused by on-going building construction. VOGUE Fashion’s Night Out was promoted as a city-wide celebration of shopping that re-positioned Sydney’s CBD as a fashionable place to shop. Baker Brand partnered with VOGUE Australia every step of the way from developing the initial business case and pitch to News Magazine executives, securing major sponsors and co-ordinating participation from more than 400 CBD retailers through to creative development and production of the event, all publicity and social media strategy.
$3M in EAV for year one. Baker Brand continued as PR partner in 2011 and 2012 and the event is still a highlight of Sydney’s retail calendar.
“Baker Brand were instrumental in launching and executing Vogue’s Fashion Night Out in the Australian market. This included: partnering with the Vogue team to develop a business case for the event, demonstrating vision, insight and passionate commitment to the business; facilitating a partnership with Westfield as the major sponsor, providing a win/win for two Baker Brand clients; executing the event at a world-class level which set a benchmark for shopping events in Australia and was the envy of other international Vogue businesses; delivered a positive financial ROI for NewsLifeMedia and more than $3M EAV. I would not hesitate to work with Baker Brand again. It was a thoroughly professional and delightful experience”. Mark Kelly – Lifestyle Group Editor, News Magazines.