Issue: To launch Icebreaker\\\'s new Fall/Winter 2011 range to fashion and lifestyle media in New Zealand.
Idea: Mango hosted an event at the new Queen Street Icebreaker TouchLab store in Auckland. Sports and specialist media along with journalists were invited to attend at a time that was convenient to them to widen the scope of the editorial coverage. This flexibility led to a much higher turnout than the previous SS11 launch for which viewing sessions were held during set times.
Impact: A remarkable number of journalists from 20 different publications attended the event, including Woman\\\'s Day, NZ Woman\\\'s Weekly, NZ Herald, Herald on Sunday, Viva, Good Health and Girlfriend.