Client's Brief:
BONIA is well-known as a leading brand that provides consumers with high-fashion goods and accessories made from the finest materials. BONIA aimed to sustain in the top of mind in the brand positioning as the leading retailer in high-fashion branded leatherwear, footwear, men’s apparel and accessories.

Business Challenge:
To enhance brand appeal and awareness for BONIA, Essence was given the task to develop PR strategic for their yearly fashion preview and to use the event as an opportunity to create a strong, convincing association between BONIA and a high end retailer.

Essence PR Strategy:
In line with its communication’s objective, Essence conceptualized their PR strategy for both the media and consumer event that allowed BONIA unveils more than 100 designs of bags, footwear, men’s apparel and accessories to provide to the wide range of market.

Results:

• Essence secured pre-event interviews for the celebrities that attended for the BONIA Fashion Preview 2009
• A total of 268 members of the media attended for both the press conference as well as the event that night.
• Essence’s fresh and convincing PR approach successfully sustained media interest in the BONIA Fashion Preview 2009 and we managed to generate approximately RM2.5 million in PR value.