ISSUE:
ROCK Media and Entertainment called on Coyne PR to launch the first-ever ROCK Fashion Week in Miami Beach and help brand it as one of the industry’s premier fashion events.

IDEA:
Coyne PR’s Fashion, Beauty and Entertainment teams converged to execute four days of celebrity-filled fashion shows and special events, including a press conference, featuring designer Richie Rich and model/actress Pamela Anderson, and a red carpet birthday bash for Fergie, singer of the Black Eyed Peas. The team also worked closely with the week’s featured designers, including Argyleculture by Russell Simmons, Richie Rich, MONARCHY, Abi Ferrin, D’Amore by Marceau, b. Michael, LeiMarco and Ella Bella, as well as the show’s sponsors.

Marking a fusion of fashion, music and entertainment, the Coyne team handled all public relations initiatives for ROCK Fashion Week, from securing on-site media attendance, as well as pre- and post-media coverage; to coordinating “fly-ins” for key national media to attend and cover the week’s events on-site; and overall event management. Media outreach tactics also included servicing top photos to media via the Associated Press, Wire Image and a custom FTP link; b-roll footage distribution to key local and national broadcast media; and the creation of an official Facebook page for ROCK Fashion Week, developed and maintained by the Coyne team.

In addition to eight fashion shows, the team was also responsible for the execution of designer Richie Rich’s press conference, at which he and Pamela Anderson announced their collaboration on his new MUSE Collection. The team also took charge of the red carpet at Fergie’s birthday celebration, where media and paparazzi battled to get a look at the stars. Throughout the events, Coyne leveraged the appearances of various celebrities at ROCK Fashion Week, such as Dennis Rodman, Cicely Tyson, Fat Joe, Jeffrey Donovan, Josh Dumhel and more, by updating celebrity and entertainment columnists throughout the week with any “juicy news.”

IMPACT:
ROCK Fashion Week in Miami Beach strutted over the competition and became one of the season’s must-attend events! Media and celebs alike flocked to the shows, press conference and parties. ROCK Fashion Week in Miami Beach made noise in top print, online and broadcast outlets with coverage in People, OK! Weekly, INTouch, “E! News,” “Deco Drive,” “South Florida Today,” iVillage, Miami Herald, Paper Magazine, Vibe, Jet, Essence.com, AOL.com and more, “fashioning” more than 200 million impressions!