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Objective >
One of world’s most recognisable global personalities David Beckham visited Australia for an exhibition football game. During this trip a media appearance was held to launch David Beckham’s global fragrance in the Myer Sydney store. The event aimed to cement COTY’s (distributor of the David Beckham fragrance) corporate position, introduced the brand, and support its major retailer.


Action >

We assisted COTY’s marketing/PR team to incorporate a real-life touch into the media appearance with young football kids aged from 5-13 years taking part in the event launch. This enabled the media to view the event as more that just a pure endorsement exercise and more of a celebration of giving back to these young Australian fans. 


Reaction >
The event was enormously successful with media from around the world featuring the content of the event as a major part of their news and lifestyle programming within 24 hours. The sales of the product increased by ten fold post the event and have continued to rise. "We asked the team at interPlay to activate a creative way for us to deliver our PR activity for the launch of the new David Beckham fragrance in Myer City store. They provided the event with a real-life touch incorporating kids of 'the world game' appearing with David giving the kids an experience they will never forget! - interPlay were the perfect extension of our marketing and PR team and we could not have asked for a more positive and extensive global media coverage” - Anita Kaurinovic PR & Communications Manager COTY Australia Pty Limited.

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