Calzedonia Press Trip – Verona, Italy
Objective: In celebration of the 2018 Summer Swimwear collection, Calzedonia welcomed press, influencers and VIPs at the brand’s Headquarters in Verona, Italy. Wetherly was responsible for hosting US press and confirming coverage.
Strategy: Wetherly approached targeted editors and publications on behalf of Calzedonia and invited them to Verona while also explaining coverage must be guaranteed in order to attend. Wetherly was able to secure representatives from Cosmopolitan, ELLE, EXTRA TV, and Forbes.com and saw coverage in all outlets.
Tactics: Wetherly worked in tandem with Calzedonia to provide all attendees detailed itineraries for the trip and acted as an on-site guide while in Verona, making sure to take care of all of the editors needs. For coverage, Wetherly coordinated all editor interviews and saw them to fruition; following the trip, Wetherly sent all assets needed (i.e. imagery, footage, brand information) so the outlets were able to complete their coverage. Wetherly also pitched the fashion show and celebrity models and attendees to all relevant short lead media outlets to garner additional press hits.