Custom Eyecare, Newcastle, Partners with Local Fashion Magazine.
This story is a great example of two like-minded brands with a common passion and audience, who worked together to boost brand awareness within their local community.
We speak with Custom Eyecare’s Lauren Allen-Burton, who, in collaboration with Newcastle’s fashion magazine Façon organised a powerful joint VIP magazine launch at the practice.
Partnering with Façon
Façon is 200-page fashion book produced and printed in Newcastle, with a focus on high-end fashion and the local Newcastle community. Two things that sit at the heart of the Custom Eyecare brand!
“Don’t wait for an opportunity. Create it.”
These words ring true for the team at Custom Eyecare of Newcastle, NSW. The idea for a local celebration of Newcastle fashion was born of a spontaneous conversation with the editor of Façon, who also happened to be a patient of the practice.
Positioning themselves as a fashion eyewear Destination
Equally passionate about fashion, Custom Eyecare and Façon brought together a crowd of fashion lovers in the Newcastle practice to showcase fashion eyewear brands and at the same time launch the latest issue of the Façon magazine. The team thought of everything, from fashion models, to door prizes, lighting, brand placement on the night, great food and live music too!
Leveraging local relationships to bring in new patients.
Through this collaboration, Custom Eyecare was able to tap into the fashion-minded fan base of the magazine: a key target audience for the practice. The ultimate goal; to bring in new patients and gain invaluable exposure among this demographic. The invaluable power of word of mouth. While the financial return of VIP events such as this may not be immediately measurable, the positive word of mouth generated, and public relations activity that sprang up in local news and social media cannot be overstated.
Custom Eyecare’s event featured in the People & Places section of the Newcastle Herald newspaper, was shared by local businesses and attendees on Facebook and Instagram with hashtag #faconbook2.
Thank you Lauren for sharing your experience with your peers at ProVision! We hope this article sparks the inspiration you need to do something out of the box in your practice. If you would like to speak to us about doing some PR or Marketing in your local area please contact marketing@provision.com.au or 1800 035 618.
