How To Write A Press Release

What to include:

High residue pictures
An angle - Your hook to the press - Meet and greet high end exclusive, make it photo worthy - Images sell 
Always about something that is coming 
Relaunch, Re packaging, Heritage, classic, celebrity at launch 
Clearly state press realise, brand and date
Clear Layout
Informative 
Easy to read    
Bold time and large - Title 
Brand colours - Dior 
When it goes live - For immediate release 
Headline - Mention Dior and Diorissimo - The face relaunch packaging - snappy 
Photo opportunity - what it is, where it is, when it is and contact details what they will get out of the ebbent  - selfie wall, pop up 

Paragraphs 3 -4 lines

Paragraph one -  Summarise the story  who - dior what- product  where- pop up or exclusive to a department store when and why - rebrand or new campaign 

Paragraph two - unusual touch points, re done the bottle, film shot by famous director, screening where is it set, firs endorsed product the celeb has e

Paragraph 3 - Quote - Art Director 

Paragraph 4 extra information - follow up, avail from when the price, size range  gift box 

Visual press release - specific product 

Notes from editor

Background story Dior

History of the of dior

when to wear it 

Press releases change depending on the publication 

Always follow up

If they say they are no find out why and what they are interested in 

Harrods first Concession Dior had - 60 year relationship  

Press Release Created For Pop Up Event 

The Window Display

Mood Board For Window

Details For Window

Film to be played in the centre
Beside the film will be a winter wonderland  
Bottles of various sizes will be hung in the forest like christmas decorations 
There will be a code on the window that consumers will be able to scan to gain all the information on Diorissimo and to view the film on their phones
The window display will be up a week later after the pop up event, while its still fresh in peoples minds 
The window display is key because more people see window displays than read magazines  
The window will be displayed at Harrods, this is because Dior had their first concession here and have had a 60 year long relationship with Harrods  

Window Layout

The Event

Event Mood Board 

Event Details

A pop up event

Name of event - Relaunch of Christian Dior's Soul  

Invitations  - Silhouette of Christian Dior - Heritage 

Pop up cinema - Premier of full advert 

Photo opportunity  - Raf Simons  

Upon entering attendees invitations are sprayed with the scent of Diorissimo 

Attendees - Bloggers (Word of mouth), Up and coming young talent from all over the world 

Performers - Circa Waves (The band on the advert)    

Serving ware - All embellished with Dior logo and cinema like packaging

Food - A mixture of cinema food such as popcorn  and cocktail food like canapés 

Attire - Cocktail 

All about hyperrealism having a contrast of 1950s glamour with modern factors such as the music and digital influences 

Digital factors - 

Live stream beginning of the event - gain more publicity and involve the public

The use of Crowdoptic - Is an app that when pointed at objects will give the consumer more information about that particular object 

Gift bags to contain mini versions of their Christmas Golden Shock Collection, as well as mini Diorissimo bottles  

Event Layout

Front Of Invitation

Back Of Invitation

Gift Bags

The gift bags will contain the golden shock collection and these products as well as Diorissimo will placed around the event.
Using the Crowdoptic app they will gain more information about the products. 

The Advert

Details

Inspired by Valentino adverts

Same style as film 

Have on Instagram and do "like to purchase" similar to how Marc Jacobs did, where consumers like the photo then will receive an email on how to purchase - E Commerce   
Black and white to link back to Dior heritage  
Simplicity to link to essence of Dior's sophistication  
To be put in magazines as well as online 

The Advert