Debenhams

Campaign: Fashion on the Field

Debenhams PR campaignFashion is always a highlight at the races and when our fashion PR team were asked to help arrange the UK’s first Fashion on the Field event at York Races, we donned our fascinators and took to the race track.

The event ran over four days at York race course as Debenhams searched for the best dressed race go-ers each day.  Our job was to make each finalist famous in their home town, as well as promoting the event and driving entrants.

At the races we helped recruit hundreds of hopefuls from across the country to compete in catwalk shows each day and the grand final on Saturday.

The story was covered across the UK, supported by creative photography and fabulous fashion.

The event has also helped ensure that dressing for the races is now the second biggest trading event for Debenhams formal wear after Christmas.

Targets were exceeded for national and regional PR with some fantastic media coverage achieved.