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GLOBAL MICHAEL KORS LONDON REGENT STREET RECAPJUNE 2016
MICHAEL KORS LONDON REGENT STREET RECAPOVERVIEW – EVENT & HOSPITALITY PROGRAM
OBJECTIVE
A 360 global campaign, which announced the opening of our premier new concept flagship store in London, and solidifying our brand positioning as the ultimate Jet Set Lifestyle Brand
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SCHEDULE OF EVENTS
Tuesday, June 21, 2016 7:30 PM International Press Dinner Café Monico
Wednesday, June 22, 2016
5:00 PMPress Conference/Annoucement
McLarens and Michael Kors PartnershipMcLaren Showroom in London
6:00 – 8:00 PM Store Opening Cocktail EventMichael Kors Regent Street Store: 179 Regent Street
8:00 PM VIP Private Dinner with MK River Café
Thursday, June 23, 2016
8:45 AM Wearables Breakfast for Global Editors Café Royal Hotel: 68 Regent Street
ALL DAY MK Interviews
MICHAEL KORS LONDON REGENT STREET RECAPINTERNATIONAL PRESS ATTENDANCE
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– Globally, each hosted editor/stylist covered the London event with coverage/exposure on multiple publication platforms. (eg. 2-4 pages Print, 1 Online feature, Multiple SNS/social posts)
– Representation from the following markets:
o USA: Vogue OnlineWWD Online
o EMEA: Harper’s Bazaar GermanyMarie Claire ItalySMODA SpainVogue NetherlandsNumero France
` Evening Standard UKo China: Elle Men Chinao Taiwan: Harper’s Bazaar/Bazaar Men Taiwan
Next Weekly Taiwan o Korea: Marie Claire Koreao Japan: Elle Japan
Safari Japano LATAM/Brazil/Mexico: Vogue Mexico and Latin Americao Valiram Regions: The New Strait Times Singaporeo Philippines: Mega Philippines
EDITOR WELCOME GIFTS
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- Handwritten welcome postcard from MK- Regent street press release- Mclaren press release- Clym biography- Fortnum & Mason chocolate truffle- Mitchell & Peach lotion- London travel guide- English rose arrangement
EDITOR WELCOME BAGSEDITOR WELCOME GIFTS INCLUDED:
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MICHAEL KORS LONDON REGENT STREET RECAPINTERNATIONAL PRESS DINNERCAFÉ MONICO
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MICHAEL KORS LONDON REGENT STREET RECAPINTERNATIONAL COMMUMICATIONS PLAN & PRESS RELEASE
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– Regent Street Store Press Release– McLaren Announcement & Release– VIP Store Cocktail Media Alert
Michael Kors, a global luxury lifestyle brand, is delighted to announce a new partnership with McLaren-Honda, becoming the official lifestyle partner of the world championship Formula 1 team. Both McLaren-Honda and Michael Kors celebrate design and speed, with the partnership strengthening and amplifying both brands’ embodiment of a fast, jet-set lifestyle.
WHO: John Idol, Chairman and CEO of Michael KorsRon Dennis, Executive Chairman and CEO McLaren GroupMichael Kors, Honorary Chairman and Chief Creative OfficerJenson Button, F1 DriverFernando Alonso, F1 Driver
WHAT: EMEA Lifestyle Partnership Announcement
WHEN: Thursday, June 22, 2016 – 5:00PM
WHERE: McLaren-Honda London Showroom
GLOBAL COVERAGE:BROADCAST: BLOOMBERG
Viewership: 330+M HouseholdsEditorial Value: N/A
Anticipated coverage on: CNN International (284M Households)Sky Sports (3M)Channel 4 (23M)
TOTAL POTENTIAL REACH: Approximately 640M Households
PRINT: MFF ITALY (Viewership: 165,347, Edit Value: $77,557)
UTUSAN MALAYSIA DAILY (Viewership: 187,000, Edit Value: $8,805)
ONLINE: Total Credits: 131, Unique Viewership: 9B, Edit Value: N/A
(Including key video coverage on Bloomberg, Sky Sports, etc)
E-PR: Total Credits: 11, Unique Viewership: 1.1M, Edit Value: N/A
LOOKING AHEAD: WEARABLESMICHAEL KORS LONDON REGENT STREET RECAPMICHAEL KORS X MCLAREN-HONDA EMEA LIFESTYLE PARTNERSHIP ANNOUNCEMENT
MICHAEL KORS LONDON REGENT STREET RECAPVIP COCKTAIL & VIP DINNERMICHAEL KORS REGENT STREET STORE & THE RIVER CAFÉ
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MICHAEL KORS LONDON REGENT STREET RECAPMICHAEL KORS ACCESS WEARABLES PRESS BREAKFAST – LONDONCAFÉ ROYAL HOTEL – 68 REGENT STREET
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WEARABLES PRESS BREAKFAST FOR LONG-LEAD PRESS PARTNERS (EMEA & APAC)
PRESS ATTENDEES Harper’s Bazaar Germany: Marlene Sorensen, Fashion Writer Marie Claire Italy: Marta Stella, Web Editor SMODA Spain: Noelia Callado, Fashion Editor Vogue Netherlands: Nathalie Wouters, Fashion Features Editor Numero France: Delphine Roche, Fashion Features Director Vogue Mexico: Karla Daniela Castaneda Aguirre, Fashion Editor Elle Japan: Akiko Kurata, Fashion Editor Safari Japan: Akira Fujiwara, Deputy Editor in Chief Bazaar/Bazaar Men: Jerry Hseih, Fashion Editor Next Weekly Taiwan: Justin Huang, Deputy Editor in Chief, Elle Men China: Yao Lu, Deputy Style Director Marie Claire Korea: Shin Young Choi, Fashion Director The Strait Times Singapore: Tan Shzr Ee, Journalist
PRESENTATION FLOW Presentation to attending press by Eric Mogil, incl. 3 videos Hands-on Demo for Editors of the watches, with Eric Mogil & Andrew Brennan (Communications and Public Affairs at Google)
Q&A session for attending press
MICHAEL KORS LONDON REGENT STREET COVERAGEICONS OF STYLE EVENT – REGENT STREET COVERAGE COMPARISON
COMPARISON TO ICONS OF STYLE709
BROADCAST 9% 67PRINT 2% 12ONLINE 75% 530E-PR 14% 100
$1,478,185BROADCAST 74% $1,094,512PRINT 26% $383,673ONLINE N/A N/AE-PR N/A N/A
26,936,548,006BROADCAST 3% 769,699,405PRINT 0% 2,408,610ONLINE 97% 26,155,455,276E-PR 0% 8,984,715
4503%
GLOBAL EDITORIAL VALUE BY CATEGORY*
REGENT STORE OPENINGNUMBER OF GLOBAL EDITORIAL CREDITS AND HITS BY CATEGORY
43%
62%
GLOBAL CIRCULATION, VIEWERSHIP & IMPRESSIONS BY CATEGORY
709MCLAREN HONDA 45% 318
VIP COCKTAIL PARTY 39% 276PRIVATE DINNER 16% 115
$1,478,185MCLAREN HONDA 74% $1,086,973
VIP COCKTAIL PARTY 21% $304,124PRIVATE DINNER 6% $87,088
26,936,548,006MCLAREN HONDA 65% 17,441,438,628VIP COCKTAIL PARTY 34% 9,122,938,605
PRIVATE DINNER 1% 372,170,773
*INCLUDING USA DIGITAL EDITORIAL VALUE
GLOBAL CIRCULATION & VIEWERSHIP BY CATEGORY
REGENT STREET EVENTNUMBER OF GLOBAL EDITORIAL CREDITS BY CATEGORY
GLOBAL EDITORIAL VALUE BY CATEGORY*
TOP BROADCAST COVERAGEBLOOMBERG & ET
MICHAEL KORS LONDON REGENT STREET COVERAGE
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TOP BROADCAST COVERAGE
BloombergViewership: N/AEditorial Value: N/ANumber of Credits: 1June 23, 2016
ETViewership: 102,890Editorial Value: $220,012Number of Credits: 1June 23, 2016
“BEST OF THE BEST” PRINT AND ONLINE COVERAGE
MICHAEL KORS LONDON REGENT STREET COVERAGE
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TOP PRINT COVERAGE
MF Fashion – MF Supplement ItalyCirculation: 165,347Editorial Value: $77,557Number of Credits: 1June 23, 2016
Evening Standard UKCirculation: 360,000Editorial Value: $20,000Number of Credits: 1June 23, 2016
Utusan Malaysia DailyCirculation: 187,000Editorial Value: $8,805Number of Credits: 1June 24, 2016
MICHAEL KORS LONDON REGENT STREET COVERAGE
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TOP PRINT COVERAGE
Sunday Times Style UKCirculation: 814,000 Editorial Value: $ 44,628Number of Credits: 1July 3, 2016
MICHAEL KORS LONDON REGENT STREET COVERAGE
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TOP ONLINE COVERAGE
Bloomberg USACirculation: 14,773,676Number of Credits: 1June 22, 2016
InStyle USACirculation: 1,721,759Number of Credits: 1June 23, 2016
Luxury Daily USACirculation: 77,250Number of Credits: 1June 22, 2016
MICHAEL KORS LONDON REGENT STREET COVERAGE
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TOP ONLINE COVERAGE
Vogue USACirculation: 12,819,580Number of Credits: 1June 23, 2016
Vogue USACirculation: 12,819,580Number of Credits: 1June 23, 2016
Vogue USACirculation: 12,819,580Number of Credits: 1June 23, 2016
MICHAEL KORS LONDON REGENT STREET COVERAGE
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TOP ONLINE COVERAGE
WWD USACirculation: 3,183,404Number of Credits: 1June 23, 2016
WWD USACirculation: 3,183,404Number of Credits: 1June 23, 2016
WWD USACirculation: 3,183,404Number of Credits: 1June 23, 2016
MICHAEL KORS LONDON REGENT STREET COVERAGE
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TOP ONLINE COVERAGE
W USACirculation: 1,934,672Number of Credits: 1June 23, 2016
WWD USACirculation: 3,183,404Number of Credits: 1June 22, 2016
WWD USACirculation: 3,183,404Number of Credits: 1June 23, 2016
MICHAEL KORS LONDON REGENT STREET COVERAGE
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TOP ONLINE COVERAGE
WWD USACirculation: 3,183,404Number of Credits: 1June 22, 2016
Business Wire GermanyOnline Circulation: 3,996,870Number of Credits: 1June 22, 2016
WWD USACirculation: 3,183,404Number of Credits: 1June 23, 2016
MICHAEL KORS LONDON REGENT STREET COVERAGE
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TOP ONLINE COVERAGE
MF Fashion Italy OnlineCirculation: 3,205Number of Credits: 1June 23, 2016
Vogue UK OnlineCirculation: 200,058Number of Credits: 1June 23, 2016
TextilWirtschaft Germany OnlineCirculation: 150,000Number of Credits: 1June 23, 2016
MICHAEL KORS LONDON REGENT STREET COVERAGE
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TOP ONLINE COVERAGE
WWD UK OnlineCirculation: 743,000Number of Credits: 1June 22, 2016
McLaren UK OnlineCirculation: 201,630Number of Credits: 1June 22, 2016
Sky Sports UK OnlineCirculation: TBDNumber of Credits: 1June 22, 2016
MICHAEL KORS LONDON REGENT STREET COVERAGE
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TOP ONLINE COVERAGE
Business Wire China OnlineCirculation: 108,000Number of Credits: 1June 23, 2016
Vogue China OnlineCirculation: 9,360,000Number of Credits: 5June 24, 2016
Business of Fashion China OnlineCirculation: 8,280,000Number of Credits: 1June 23, 2016
MICHAEL KORS LONDON REGENT STREET COVERAGE
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TOP ONLINE COVERAGE
Vogue China OnlineCirculation: 9,360,000Number of Credits: 5June 24, 2016
360 COVERAGEINTERNATIONAL EDITOR ATTENDANCE
MICHAEL KORS LONDON REGENT STREET COVERAGE
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VOGUE ONLINE USAAttendee: Sarah Mower (Contributing Editor)
ONLINEJune 23, 2016
MICHAEL KORS LONDON REGENT STREET COVERAGE
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WWD ONLINE USAAttendee: Samantha Conti (General Assignment Editor)
ONLINEJune 22, 2016
46 Likes, 5 CommentsDate Posted: 6/22/2016
FACEBOOKFollowers: 749,072
MICHAEL KORS LONDON REGENT STREET COVERAGE
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HARPER’S BAZAAR GERMANYAttendee: Marlene Sorensen (Fashion Writer)
Views: 456Date Posted: 6/22/2016
INSTAGRAM @HARPERSBAZAARGERMANYFollowers: 42,742
INSTAGRAM @MARLENE_SORENSEN (ATTENDEE ACCOUNT)Followers: 3,635
Likes: 118Date Posted: 6/22/2016
MICHAEL KORS LONDON REGENT STREET COVERAGE
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MARIE CLAIRE ITALYAttendee: Marta Stella (Web Editor)
Likes:389Date Posted: 6/22/2016
INSTAGRAM @MARIECLAIREITALIAFollowers: 72,018
INSTAGRAM @MARTA_STELLA (ATTENDEE ACCOUNT)Followers: 3,635
Likes: 41Date Posted: 6/23/2016
Views: 1.508Date Posted: 6/22/2016
Likes: 14Date Posted: 6/23/2016
MICHAEL KORS LONDON REGENT STREET COVERAGE
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SMODA SPAINAttendee: NoeIla Collado (Fashion Editor)
Likes:302Date Posted: 6/22/2016
INSTAGRAM @S_MODAFollowers: 67,549
INSTAGRAM @NOELIACOLLADO_SMODA (ATTENDEE ACCOUNT)Followers: 927
Likes: 30Date Posted: 6/23/2016
Likes: 375Date Posted: 6/22/2016
Likes: 29Date Posted: 6/23/2016
Likes:283Date Posted: 6/22/2016
MICHAEL KORS LONDON REGENT STREET COVERAGE
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VOGUE NETHERLANDSAttendee: Nathalie Wouters (Fashion Features Editor)
Likes:1,437Date Posted: 6/22/2016
INSTAGRAM @NLVOGUEFollowers: 112,117
INSTAGRAM @NOELIACOLLADO_SMODA (ATTENDEE ACCOUNT)Followers: 927
Likes: 79Date Posted: 6/22/2016
Likes: 150Date Posted: 6/22/2016
FACEBOOK VOGUE NEDERLANDFollowers: 146,798
Likes: 26Comments: 6Date Posted: 6/23/2016
ONLINE Date Posted: 6/23/16
MICHAEL KORS LONDON REGENT STREET COVERAGE
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NUMERO FRANCEAttendee: Delphine Roche (Fashion Features Director)
INSTAGRAM @DELPHINEROCHE.PARIS (ATENDEE ACCOUNT)Followers: 1,182
Likes: 67Date Posted: 6/22/2016
MICHAEL KORS LONDON REGENT STREET COVERAGE
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EVENING STANDARD UKAttendee: Laura Craik (Editor in Chief)
ONLINEMay 13, 2016
MICHAEL KORS LONDON REGENT STREET COVERAGE
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MARIE CLAIRE KOREAAttendee: Shin Young Choi (Fashion Director)INSTAGRAM @MARIECLAIREKOREAFollowers: 53,280
Views: 1,099Date Posted: 6/25/2016
Views: 550Date Posted: 6/22/2016
Views: 753Date Posted: 6/22/2016
Views: 556Date Posted: 6/22/2016
Views: 811Date Posted: 6/22/2016
MICHAEL KORS LONDON REGENT STREET COVERAGE
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ELLE JAPANAttendee: Akiko Kurata (Nakamura) (Fashion Editor)
Likes: 520Date Posted: 6/23/2016
INSTAGRAM @ELLEJAPANFollowers: 77,343
ONLINEDate posted: 6/24/2016
Likes: 479Date Posted: 6/23/2016
Likes: 503Date Posted: 6/23/2016
MICHAEL KORS LONDON REGENT STREET COVERAGE
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VOGUE MEXICO AND LATIN AMERICAAttendee: Karla Daniela Castaneda Aguirre (Fashion Editor)
Likes: 1,005Date Posted: 6/22/2016
INSTAGRAM @VOGUEMEXICOFollowers: 336,155
INSTAGRAM @KD_CASTANEDA (ATTENDEE ACCOUNT)Followers: 1842
Likes: 60Date Posted: 6/22/2016
Views: 2,923Date Posted: 6/22/2016
Likes: 54Date Posted: 6/22/2016
Views: 3,035Date Posted: 6/22/2016
Likes: 78Date Posted: 6/22/2016
Likes: 44Date Posted: 6/22/2016
Likes: 99Date Posted: 6/24/2016
MICHAEL KORS LONDON REGENT STREET COVERAGE
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MEGA PHILIPPINESAttendee: Cheska Atendido (Fashion Correspondent)
INSTAGRAM @MEGA_MAGAZINEFollowers: 46,161
Likes: 303Date Posted: 6/22/2016