Jan Logan – 2020 Merindah Collection Launch

About This Project

The Brief:

SBCo were engaged by Jan Logan to introduce the Merindah collection to market via the new face of the collection, Tilda Cobham-Hervey.

The Solution / The Idea:

SBCo hosted an intimate lunch at Nomad restaurant with 40 top tier media and high profile Jan Logan customers. The desired results from hosting the lunch was to gain attention from the relevant media by leveraging the new face and rising Australian actress, Tilda Cobham-Hervey.

A stunning setting in a private space was set at Nomad.  An array of florals decorated the room, with a hanging installation of smoke bush, silver gum and paper daisies, reflecting the Merindah collection. The collection was on display for the guests to preview, trying on pieces being the first to view and interact with the collection.

Our guest of honor, the face of the Merindah collection, Tilda Cobham-Hervey mingled with guests and wore her favorite pieces from the Merindah collection. Some journalists conducted short conversational interviews with Tilda. A photographer and videographer captured the entire event, this was then used for post event media coverage across social, digital and print publications.

The Outcome:

Curated a guest list of  unpaid VIP guests including influencers, editors, stylists, actors and VIP clients

Gained over 50+ social media posts from the event across Instagram reaching over 108k followers

Noteworthy guests in attendance including Tilda Cobham-Hervey,  Tiarnie Coupland- actor,
Edwina Mccann- VOGUE Editor in Chief, Caroline Tran- Harper’s Bazaar Fashion Editor, Samantha Armytage- TV Journalist and Amanda Keller- TV Journalist

Generated media coverage including front cover spread for Wentworth Courier as well as feature articles in Marie Claire, The New Daily, Sydney Morning Herald, Daily Telegraph and The Australian