Profiling Mamas & Papas' maternity collections



How long does it take to organise a fabulous spring/summer press launch at a central London venue? Six months? Try six weeks!

After coming on board at the beginning of October 2006, it was a case of putting all hands to the maternity deck to create a stylish spring/summer ’07 look book, press launch invites and obviously the event itself; which was held on 23rd November in the Cibo Café at Mamas & Papas’ flagship Regent Street store.

Our challenge – to showcase Mamas & Papas’ spring/summer 2007 maternity collections to key fashion media at the flagship store, to highlight the quality and value of the brand’s maternity collections and to build brand equity.

40 journalists attended, from a broad spectrum of main fashion titles spanning broadsheets, tabloids, key weekend supplements and aspirational glossies. The press launch generated coverage equivalent to an AVE of £92,000. And with relaxing massages up for grabs, the event was equally a perfect pick-me-up for those who were pregnant and those who were not!