Bashful secures Nicole Richie to launch MidCity
Sydney creative and strategic agency, Bashful, has brought out international celebrity Nicole Richie to launch the MidCity Style Space today. Rather than taking the traditional route of just a straight advertising campaign, Bashful has secured style icon Ms. Richie to relaunch and reposition MidCity as a style space rather than a shopping centre. The launch this morning will be her only public appearance on this trip.
Bashful partnered with CavCon public relations to help promote the endorsement via a large publicity campaign in the lead up to the opening on June 17.
Says Bashful co-owner, Simon Bookallil: “It’s a coup having one of theworld’s biggest style icons to open such a new and exciting retail space.
“As an ideas agency, we believe that we’ve tapped into the mosteffective way to gain interest around the relaunch for MidCity. It’s atried and tested formula – but celebrity is a great way to get amessage across to people and as MidCity’s new Style Space channels theessence of style and sophistication, who better to help communicatethis than Nicole Richie,” he added.
Nicole’s arrival forms the final part of Bashful’s campaign that hasencompassed a rebranding and repositioning from a shopping centre to astyle space. Bashful managed the advertising and communicationsstrategy, including magazine placements, city flags/banners and a styleguide distributed through out the city.
Bashful is a creative and strategic agency focusing on youth andpopular culture marketing, located in Surry Hills. The company’s aim isto be provocateurs of popular culture, focusing on the ‘big idea’ andthen executing this through specialist partner agencies.
Bashful’s diverse industry portfolio include: Goldwell, General PantsCo., Lee Jeans, Van Heusen, Contiki, Jacqui E, Bowl-A-Rama, Wrangler,Lend Lease and Zimmermann.
18 Comments
Like, whatever.
What a great mug shot.
The police are really underrated as a source of celebrity photography.
Needs a high pass tho
shes not a style icon….what a lame use of celebrity…sorry not cool at all.
These days, ‘style icon’ is just code for ‘talentless, morally-challenged heiress’.
“The age demanded that we dance
and jammed us into iron pants…
And in the end the age was handed
the sort of shit that it demanded.”
I don’t understand how using a celebrity to open a mall is an idea? Why is this on here? Weird and dull.
Legit ‘style icons’ should sue for defimation of character.
“As an ideas agency…”
Using a celebrity is an idea?
Fuck this, the game keeps getting easier every year.
Having a ‘celebrity’ attend ‘something’ is NOT an idea and not a campaign – whatever happened to building brands? Seriously!! She would have cost best part of half million plus (and the expenses) – how many TARPs could that buy?
Fuck yeah.
For that kind of money you could buy a TARP for everyone in Australia. No barbie would ever get rained on, no driveway-bound boat would ever get leaves in it, and everyone would have an emergency roof-repair option in the event of a big hailstorm.
I love tarps.
Come on guys, it’s a hard slog trying to generate interest in a run-of-the-mill shopping centre opening. At least they got someone of interest there to generate some excitement! Are all you naysayers just a little peeved you didn’t get an invite………?
Bashful this is Shameful.
Better headline would have been BASHFUL HIRES DOPEY.
To the agency stooge at 9:15:
Peeved and jealous bloggers? Yeah, that must be it.
Nice one, 9:52. But we’ll also need the appropriate music. How about:
“Heigh-Ho, Heigh-Ho, it’s off to work we go.”
using a celeb is an idea. if you’re a pr agency that is…
Filming a celebrity getting busted by security for nicking a handbag is a more effective way to gain interest around the relaunch for MidCity.
At least you would have got publicity.
This is just crap that will only be seen on industry blogs.