Peter Hahn
Peter Hahn Press Office
Coverage generation and awareness-raising
The Challenge
Raising brand awareness among a specific target audience
Peter Hahn is a premium ladies fashion brand well-known in Germany, but less familiar in the UK market. BWP was tasked with generating press coverage that would raise awareness of and drive interest in the brand among a specific audience of aspirational women aged 45 and over.
The Solution
A targeted proactive press office
To carve space for the brand within highly competitive national fashion pages we focused on building strong press relationships through regular press visits, putting the collection into journalists’ and stylists’ hands, and executing a gifting programme to stay front-of-mind. Regular trend alert emailers and a press event styled by a fashion editor/influencer also ensured placement of key pieces.
The Impact
Top tier target placements aplenty
The press event was a huge success with 20 target media in attendance, including 45% top-tier titles. Ongoing press office coverage included The Telegraph, HELLO, Good Housekeeping, Daily Express, Fabulous, Woman, The Sunday Times, a Prima front cover and two TV appearances on Good Morning Britain.
