Case Studies
client: Johnston & Murphy
Johnston & Murphy Editorial Program Soars
capabilities/industry: Media Relations | Fashion & Retail
DVL is charged with keeping Johnston & Murphy in front of consumers through product placement in magazine editorials. To that end, DVL plans and executes market trips to New York City for each fashion season in the spring and fall. DVL books market appointments and conducts meetings with fashion editors, previewing the new collections and highlighting design and construction features. The trips are a necessity not only to introduce new products, but also to cultivate and maintain strong relationships with key editors.
Fashion editors request product for specific photo shoots throughout the year as editorial stories continuously evolve and change. DVL fields these requests, ensuring that editors have everything they need to communicate the latest trends. DVL maintains contact with new editors to cultivate additional relationships and monitors and reports on all editorial placements.
results: In 2007, the Johnston & Murphy fashion editorial program generated more than 76 million impressions with an ad equivalency of more than $3.8 million. The program received the 2007 Parthenon Award for media relations at the Nashville Chapter of the Public Relations Society of America annual awards program. Results from 2008 are still pouring in.
