After an elaborate digital strategy process (aka Immersion) we’re very proud to launch Melbourne’s GPO new website.How did we start? The brief was to create GPO’s online experience. Here’s what we did:

1. Created an annual digital strategy which includes SEM, SEO and most importantly the community element that works alongside our media plan, creative, events and PR.
2. Found and employed the right person to manage the community of Melbourne’s GPO lovers and retailers (Welcome Sarah Willcocks -  Hi Sarah!)
3. Developed the new website with a strong focus on fashion editorial followed by an annual content plan featuring articles, photos, videos, competitions, events and more. Check out our first competition for your chance to win VIP tickets to GPO’s exclusive ‘Fashion at Altitude’ evening parade as part of Melbourne Spring Fashion Week on Wed 2nd Sept-  here.
4. Started a youtube, facebook, twitter and flickr profiles with measurement and management in place. (We didn’t jump at the tools. These were picked from the research and support our goals)
5. Understand that this is only the beginning, not the end product.

I’d like to thank all the people who worked on the project so far and to our clients ISPT and Tracey Winn.

Australian fashion label Saba has turned to Scott Schuman (better known as fashion blogger The Sartorialist) to help promote their new denim collection.  The New York based fashion commentator holds massive sway in fashion circles, with up to 3 million site visitors per month.

Saba sought 17 trend-setters to feature in the upcoming campaign, who The Sartorialist would shoot in the laneways and natural street settings of Melbourne.  Following an invitiation via his blog, over 500 people turned up to a pre-launch party at Cutler & Co restaurant for their chance to appear in the shoot, alongside recognised identities like gallery owner Murray White, AFL footballer Brad Miller and the first editor of Vogue Australia Sheila Scotter.

The campaign really demonstrates the alignment of bought/owned/earned media elements, and an innovative approach to campaign planning.  The bought media campaign (fashion magazines, newspapers and websites) will work with Saba’s owned assets (instore displays, David Jones concessions, Saba’s own website, launch events), and a pop-up gallery in Melbourne’s Duckboard Place which will exhibit the campaign images between 27 July-August 10.

The earned media will include a special blog Saba has set up for the campaign (which goes live on 27 July),  and possibly other social media tools.  Behind the scenes footage from the photoshoot has already landed on Saba’s YouTube channel.

The Sartorialist’s overall popularity and Saba’s decision to execute this campaign demonstrates the rise of social media and the establishment of bloggers as sizeable, credible channels for businesses in their brand strategy.  Hopefully more brands get on board and add depth and interactivity to launch campaigns.

Melbourne’s GPO Lexington bar opened its doors for the first time in a long time last night for the Harper’s BAZAAR and Belvedere Vodka Luxury Reborn 2009 Awards.

With a dress code “rock & roll couture” the evening was all about glamour with Belvedere Vodka cocktails circulating the room and many faces of fashion includng Arthur Galan, Scanlan and Theodore and Alannah Hill

Categories included:

1. The Luxury Reborn Award for LIGHT – jewellery
2. The Luxury Reborn Award for PEACE – beauty/spas
3. The Luxury Reborn Award for PASSION – bespoke/couture
4. The Luxury Reborn Award for INNOVATION – retail space
5. The Luxury Reborn Award for LOVE – restaurateur
6. The Luxury Reborn Award for SPACE – interior design/architect
7. The Luxury Reborn Award for EXPERIENCE – travel
8. The Luxury Reborn Award for WISDOM – sommelier/bartender
9. The Luxury Reborn Award for FUN – bar
10. The Luxury Reborn Award for EXPRESSION – the modern arts

Well done Harpers for such a fabulous evening and hopefully this will be the start of many more events to come at The Lexington bar.