Public relations: copywriting, editing, proofreading, marketing

By: Quirk Works  06-Dec-2011

How do you communicate your brand to the media for maximum exposure?

The Challenge
The Minx brand of footwear was relatively recognised in the Wellington market, where the company had been started, but it was not so well known in the rest of the country. The brand was largely communicated by word of mouth and through consumers coming into contact with it in select retail outlets. Launch Communication needed to help Minx develop a strategy to position Minx as an attractive consumer brand creating national awareness and exposure of the products in the media generating the interest of the general public and retailers.

The Plan
The brand was well made yet very attractively priced. It was also one of few footwear brands designed in New Zealand. The pitch? Kiwi designer shoes at affordable prices.

  • The Minx message and range is communicated to a select database of targeted media re media releases.
  • Media kits are released to announce each season's range.
  • Communication is followed up to develop meaningful relationships with media. We are on hand to help the media with any needs they might have.

The Result
Within months Minx had already featured in a variety of Auckland-based and national publications including the New Zealand Women's Weekly, Woman's Day, Next magazine and the Sunday Star Times. The media continues to respond positively and supportively. Awareness of the brand is growing resulting in more sales and additional retailers coming on board.

Other products and services from Quirk Works


Launch Communication

Grant Hall, CEO, The Good Water Company. David Craggs, Founder, Design Council.