Media Kit

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Another part of the project outcome is the media pack; this is a PDF document, which will be on memory stick presented inside a Victoria’s Secret box. The media kit consists of a press release that details an event that will be held at the Victoria’s Secret store in New Bond Street, to celebrate the launch of the 2014 beauty collection. The media pack also consists of the mood boards I created for each of the themes, this is to give the media an understanding of the themes and their inspiration and to give them an exclusive look of what is to come. The purpose of the media pack is to be sent round to the media to give them an insight into the collection before it is released, so they can then write about it, and create hype around the collection to the public before it is released. 

This originally started off as a staff-training package, which would educate staff on the collection and how to sell and apply it to customers. However, it has evolved into the media kit after I found a site called www.vspressroom.com This site is part of Victoria’s Secret but is exclusively for media purposes and details all Victoria’s Secret new launches for all of their product lines. As well as exclusive behind the scenes videos and images from photo shoots and press events and press releases. For each launch and press event they feature on the site they have a media kit, which can be downloaded and opened in a PDF. The media kits for press events includes a press release that details the what the collection is and what it consists of and a brief paragraph about what supermodels were at the event for the launch, when and where it was. The media kit also features images from the event. An example of the media kit shown below.

 

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I feel that the website and media kit’s are highly effective in promoting, advertising and creating a buzz around new collections as well as keeping the media informed. The PDF format of the media kit is quick and easy to open and look at, especially for busy PR’s, journalists etc. and is a much better alternative than having endless papers. Which is why I have made the decision to create a media kit in a similar style. My aim for the media kit is to create hype about the collection so journalists will write about the anticipated launch and the event that will be taking place. This is why I have written a press release detailing information about the event that will take place, rather than one that already has and have provided mood boards of each collection rather than images from the event.

I have written the press release in a similar style to the ones written on the site, for instance I started of with what supermodels will be there. This is because the supermodels are a big part of the brand and are key when advertising and showcasing any products. I have also written a brief detail about the collection and what it includes, but the purpose of the press release was to get individuals to come the event to explore the collection. I have chosen to present this media pack on a memory stick inside a Victoria’s Secret box because I wanted it to look like a present which PR’s ad journalists will not be able to resist opening. I think that by doing this it will build up an element of suspense and raise questions as to what it will be, therefore it will be unavoidable for those to receive it to open.

Below shows my media pack before I have put it into a PDF form.