3 Degrees was appointed by Italian beer brand, Peroni Nastro Azzurro, to leverage Peroni’s sponsorship of Mercedes-Benz Fashion Week Australia (MBFWA) and drive PR outcomes for the brand. Although multiple Peroni activations took place during the week, the PR strategy centred around the execution of an intimate dinner party.
Hosting an exclusive group of media, celebrities and fashion influencers, the dinner party celebrated Peroni’s association with MBFWA and welcomed Peroni’s global ambassador, Antonio Berardi, to Australia. Berardi, a Milan-based fashion designer whose brand is a regular feature on red carpets around the world, has enjoyed a long-term ambassadorship with Peroni, sharing the values of Italian style and craftsmanship. Naturally, the event took on the Italian style of both brands with Pendolino restaurant designing a tailored menu and contemporary Italian furnishings provided by Space Furniture. Guests of the event included magazine editors, fashion blogger Nicole Warne, model Shanina Shaik, the Stenmark twins and other friends of Peroni.
Through a number of feature articles secured and published prior to the Milan-based designer’s arrival, anticipation and excitement was built around his visit, with Antonio positioned as Peroni’s exclusive international guest. Peroni’s key message of ‘bringing style to the world of beer’ formed the crux of the editorial procurement strategy. 3 Degrees successfully pitched feature stories to a targeted group of desired media outlets and achieved coverage in Sunday Style (Sunday Herald Sun & Sunday Telegraph), Vogue Australia, RUSSH, The Australian, D’MARGE, Harper’s BAZAAR, ELLE and more.