Introduce eLuxury.com to fashion media nationwide and generate sustainable nationwide media attention for the new site.


Created by Moët Hennessy Louis Vuitton (LVMH), eLuxury.com called upon Coyne PR to not only dress up it’s presence online, but create widespread recognition for the site among the fashion media. Coyne PR styled an aggressive and proactive PR plan to reach both fashion and mainstream media, utilizing its solid relationships with fashion writers nationwide to generate media coverage during the initial launch phase of the site. To sustain the site’s momentum, the team then developed and implemented a seasonal news bureau to generate coverage during key time periods, with a focus on the country’s most digital cities. Key outreach included leveraging eLuxury’s internal experts to disclose upcoming trends, highlighting must-haves from top designers, announcing seasonal fashion trends and creating distinctive holiday gift guides for key gifting holidays such as Valentine’s Day, Mother’s Day and Father’s Day.

The strategy helped eLuxury.com blanket not only the fashion media, but the feature and lifestyle sections of media across the country. Coyne PR generated feature stories in national magazines and top newspapers, from Playboy to W to The New York Times to The Chicago Tribune.