London Regent Street Event Recap FINAL

GLOBAL
MICHAEL KORS
LONDON REGENT STREET RECAP
JUNE 2016

MICHAEL KORS LONDON REGENT STREET RECAP
OVERVIEW – EVENT & HOSPITALITY PROGRAM
OBJECTIVE
A 360 global campaign, which announced the opening of our premier new concept
flagship store in London, and solidifying our brand positioning as the ultimate Jet Set
Lifestyle Brand
1
SCHEDULE OF EVENTS
Tuesday, June 21, 2016 7:30 PM
International Press Dinner
Café Monico
Wednesday, June 22, 2016
5:00 PM
Press Conference/Annoucement
McLarens and Michael Kors Partnership
McLaren Showroom in London
6:00 – 8:00 PM
Store Opening Cocktail Event
Michael Kors Regent Street Store: 179 Regent Street
8:00 PM
VIP Private Dinner with MK
River Café
Thursday, June 23, 2016
8:45 AM
Wearables Breakfast for Global Editors
Café Royal Hotel: 68 Regent Street
ALL DAY MK Interviews

INTERNATIONAL PRESS ATTENDANCE
5
– Globally, each hosted editor/stylist covered the London event with coverage/exposure on multiple publication platforms.
(eg. 2-4 pages Print, 1 Online feature, Multiple SNS/social posts)
– Representation from the following markets:
o USA: Vogue Online
WWD Online
o EMEA: Harper’s Bazaar Germany
Marie Claire Italy
SMODA Spain
Vogue Netherlands
Numero France
` Evening Standard UK
o China: Elle Men China
o Taiwan: Harper’s Bazaar/Bazaar Men Taiwan
Next Weekly Taiwan
o Korea: Marie Claire Korea
o Japan: Elle Japan
Safari Japan
o LATAM/Brazil/Mexico: Vogue Mexico and Latin America
o Valiram Regions: The New Strait Times Singapore
o Philippines: Mega Philippines

EDITOR WELCOME GIFTS
2
- Handwritten welcome postcard from MK
- Regent street press release
- Mclaren press release
- Clym biography
- Fortnum & Mason chocolate truffle
- Mitchell & Peach lotion
- London travel guide
- English rose arrangement

EDITOR WELCOME BAGS
EDITOR WELCOME GIFTS INCLUDED:
2

INTERNATIONAL PRESS DINNER
CAFÉ MONICO
2

INTERNATIONAL COMMUMICATIONS PLAN & PRESS RELEASE
6
– Regent Street Store Press Release
– McLaren Announcement & Release
– VIP Store Cocktail Media Alert

Michael Kors, a global luxury lifestyle brand, is delighted to announce a new partnership with
McLaren-Honda, becoming the official lifestyle partner of the world championship Formula 1
team. Both McLaren-Honda and Michael Kors celebrate design and speed, with the
partnership strengthening and amplifying both brands’ embodiment of a fast, jet-set lifestyle.
WHO: John Idol, Chairman and CEO of Michael Kors
Ron Dennis, Executive Chairman and CEO McLaren Group
Michael Kors, Honorary Chairman and Chief Creative Officer
Jenson Button, F1 Driver
Fernando Alonso, F1 Driver
WHAT: EMEA Lifestyle Partnership Announcement
WHEN: Thursday, June 22, 2016 – 5:00PM
WHERE:McLaren-Honda London Showroom
GLOBAL COVERAGE:
BROADCAST: BLOOMBERG
Viewership: 330+M Households
Editorial Value: N/A
Anticipated coverage on: CNN International (284M Households)
Sky Sports (3M)
Channel 4 (23M)
TOTAL POTENTIAL REACH: Approximately 640M Households
PRINT: MFF ITALY (Viewership: 165,347, Edit Value: $77,557)
UTUSAN MALAYSIA DAILY (Viewership: 187,000, Edit Value: $8,805)
ONLINE: Total Credits: 131, Unique Viewership: 9B, Edit Value: N/A
(Including key video coverage on Bloomberg, Sky Sports, etc)
E-PR: Total Credits: 11, Unique Viewership: 1.1M, Edit Value: N/A
LOOKING AHEAD: WEARABLESMICHAEL KORS LONDON REGENT STREET RECAP
MICHAEL KORS X MCLAREN-HONDA EMEA LIFESTYLE PARTNERSHIP ANNOUNCEMENT

VIP COCKTAIL & VIP DINNER
MICHAEL KORS REGENT STREET STORE & THE RIVER CAFÉ
2

MICHAEL KORS ACCESS WEARABLES PRESS BREAKFAST – LONDON
CAFÉ ROYAL HOTEL – 68 REGENT STREET
2
WEARABLES PRESS BREAKFAST
FOR LONG-LEAD PRESS PARTNERS (EMEA & APAC)
PRESS ATTENDEES
−Harper’s Bazaar Germany: Marlene Sorensen, Fashion Writer
−Marie Claire Italy: Marta Stella, Web Editor
−SMODA Spain: Noelia Callado, Fashion Editor
−Vogue Netherlands: Nathalie Wouters, Fashion Features Editor
−Numero France: Delphine Roche, Fashion Features Director
−Vogue Mexico: Karla Daniela Castaneda Aguirre, Fashion Editor
−Elle Japan: Akiko Kurata, Fashion Editor
−Safari Japan: Akira Fujiwara, Deputy Editor in Chief
−Bazaar/Bazaar Men: Jerry Hseih, Fashion Editor
−Next Weekly Taiwan: Justin Huang, Deputy Editor in Chief,
−Elle Men China: Yao Lu, Deputy Style Director
−Marie Claire Korea: Shin Young Choi, Fashion Director
−The Strait Times Singapore: Tan Shzr Ee, Journalist
PRESENTATION FLOW
−Presentation to attending press by Eric Mogil, incl. 3 videos
−Hands-on Demo for Editors of the watches, with Eric Mogil & Andrew
Brennan (Communications and Public Affairs at Google)
−Q&A session for attending press

MICHAEL KORS LONDON REGENT STREET COVERAGE
ICONS OF STYLE EVENT – REGENT STREET COVERAGE COMPARISON
COMPARISON TO ICONS OF STYLE
709
BROADCAST 9% 67
PRINT 2% 12
ONLINE 75% 530
E-PR 14% 100
$1,478,185
BROADCAST 74% $1,094,512
PRINT 26% $383,673
ONLINE N/A N/A
E-PR N/A N/A
26,936,548,006
BROADCAST 3% 769,699,405
PRINT 0% 2,408,610
ONLINE 97% 26,155,455,276
E-PR 0% 8,984,715
4503%
GLOBAL EDITORIAL VALUE BY CATEGORY*
REGENT STORE OPENING
NUMBER OF GLOBAL EDITORIAL CREDITS AND HITS BY CATEGORY
43%
62%
GLOBAL CIRCULATION, VIEWERSHIP & IMPRESSIONS BY CATEGORY

709
MCLAREN HONDA 45% 318
VIP COCKTAIL PARTY 39% 276
PRIVATE DINNER 16% 115
$1,478,185
MCLAREN HONDA 74% $1,086,973
VIP COCKTAIL PARTY 21% $304,124
PRIVATE DINNER 6% $87,088
26,936,548,006
MCLAREN HONDA 65% 17,441,438,628
VIP COCKTAIL PARTY 34% 9,122,938,605
PRIVATE DINNER 1% 372,170,773
*INCLUDING USA DIGITAL EDITORIAL VALUE
GLOBAL CIRCULATION & VIEWERSHIP BY CATEGORY
REGENT STREET EVENT
NUMBER OF GLOBAL EDITORIAL CREDITS BY CATEGORY
GLOBAL EDITORIAL VALUE BY CATEGORY*

TOP BROADCAST COVERAGE
BLOOMBERG & ET

19
TOP BROADCAST COVERAGE
Bloomberg
Viewership: N/A
Editorial Value: N/A
Number of Credits: 1
June 23, 2016
ET
Viewership: 102,890
Editorial Value: $220,012
June 23, 2016

“BEST OF THE BEST”
PRINT AND ONLINE COVERAGE

19
TOP PRINT COVERAGE
MF Fashion – MF Supplement
Italy
Circulation: 165,347
June 23, 2016
Evening Standard
UK
June 23, 2016
Utusan Malaysia
Daily
June 24, 2016

19
TOP PRINT COVERAGE
Sunday Times Style
UK
Editorial Value: $ 44,628
July 3, 2016

20
TOP ONLINE COVERAGE
Bloomberg USA
Circulation: 14,773,676
June 22, 2016
InStyle USA
June 23, 2016
Luxury Daily USA
Circulation: 77,250
June 22, 2016

21
TOP ONLINE COVERAGE
Vogue USA
Circulation:
12,819,580
June 23, 2016
Vogue USA
June 23, 2016
Vogue USA
June 23, 2016

23
TOP ONLINE COVERAGE
WWD USA
June 23, 2016
WWD USA
June 23, 2016
WWD USA
June 23, 2016

22
TOP ONLINE COVERAGE
W USA
June 23, 2016
WWD USA
Circulation:
3,183,404
June 22, 2016
WWD USA
June 23, 2016

24
TOP ONLINE COVERAGE
WWD USA
June 22, 2016
Business Wire Germany
Online Circulation: 3,996,870
June 22, 2016
WWD USA
June 23, 2016

25
TOP ONLINE COVERAGE
MF Fashion Italy
Online
Circulation: 3,205
June 23, 2016
Vogue UK Online
June 23, 2016
TextilWirtschaft Germany
Online
June 23, 2016

26
TOP ONLINE COVERAGE
WWD UK Online
Number of Credits:
1
June 22, 2016
McLaren UK
Online
June 22, 2016
Sky Sports UK
Online
Circulation: TBD
June 22, 2016

27
TOP ONLINE COVERAGE
Business Wire China
Online
June 23, 2016
Vogue China
Online
June 24, 2016
Business of Fashion China
Online
June 23, 2016

28
TOP ONLINE COVERAGE
Vogue China
Online
June 24, 2016

360 COVERAGE
INTERNATIONAL EDITOR ATTENDANCE

15
VOGUE ONLINE USA
Attendee: Sarah Mower (Contributing Editor)
ONLINE
June 23, 2016

16
WWD ONLINE USA
Attendee: Samantha Conti (General Assignment Editor)
ONLINE
June 22, 2016
46 Likes, 5 Comments
Date Posted: 6/22/2016
FACEBOOK
Followers: 749,072

7
HARPER’S BAZAAR GERMANY
Attendee: Marlene Sorensen (Fashion Writer)
Views: 456
INSTAGRAM @HARPERSBAZAARGERMANY
Followers: 42,742
INSTAGRAM @MARLENE_SORENSEN (ATTENDEE ACCOUNT)
Followers: 3,635
Likes: 118

8
MARIE CLAIRE ITALY
Attendee: Marta Stella (Web Editor)
Likes:389
INSTAGRAM @MARIECLAIREITALIA
Followers: 72,018
INSTAGRAM @MARTA_STELLA (ATTENDEE ACCOUNT)
Followers: 3,635
Likes: 41
Views: 1.508
Likes: 14

9
SMODA SPAIN
Attendee: NoeIla Collado (Fashion Editor)
Likes:302
INSTAGRAM @S_MODA
Followers: 67,549
INSTAGRAM @NOELIACOLLADO_SMODA (ATTENDEE ACCOUNT)
Followers: 927
Likes: 30
Likes: 375
Likes: 29
Likes:283

10
VOGUE NETHERLANDS
Attendee: Nathalie Wouters (Fashion Features Editor)
Likes:1,437
INSTAGRAM @NLVOGUE
Followers: 112,117
INSTAGRAM @NOELIACOLLADO_SMODA (ATTENDEE ACCOUNT)
Followers: 927
Likes: 79
Likes: 150
FACEBOOK
VOGUE NEDERLAND
Followers: 146,798
Likes: 26
Comments: 6
ONLINE Date Posted: 6/23/16

11
NUMERO FRANCE
Attendee: Delphine Roche (Fashion Features Director)
INSTAGRAM @DELPHINEROCHE.PARIS (ATENDEE ACCOUNT)
Followers: 1,182
Likes: 67

17
EVENING STANDARD UK
Attendee: Laura Craik (Editor in Chief)
ONLINE
May 13, 2016

14
MARIE CLAIRE KOREA
Attendee: Shin Young Choi (Fashion Director)
INSTAGRAM @MARIECLAIREKOREA
Followers: 53,280
Views: 1,099
Views: 550
Views: 753
Views: 556
Views: 811

13
ELLE JAPAN
Attendee: Akiko Kurata (Nakamura) (Fashion Editor)
Likes: 520
INSTAGRAM @ELLEJAPAN
Followers: 77,343
ONLINE
Date posted: 6/24/2016
Likes: 479
Likes: 503

12
VOGUE MEXICO AND LATIN AMERICA
Attendee: Karla Daniela Castaneda Aguirre (Fashion Editor)
Likes: 1,005
INSTAGRAM @VOGUEMEXICO
Followers: 336,155
INSTAGRAM @KD_CASTANEDA (ATTENDEE ACCOUNT)
Followers: 1842
Likes: 60
Views: 2,923
Likes: 54
Views: 3,035
Likes: 78
Likes: 44
Likes: 99

18
MEGA PHILIPPINES
Attendee: Cheska Atendido (Fashion Correspondent)
INSTAGRAM @MEGA_MAGAZINE
Followers: 46,161
Likes: 303

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