When Afterpay became the new naming sponsor for Australian Fashion Week (AAFW), naturally they wanted everyone to know it – including New Zealanders. So they challenged us to bring the event to life on the ground in New Zealand, and build hype across the Tasman.

Our solution: we partnered with Maggie Marilyn, the only Kiwi fashion designer showing at AAFW. We treated key media to an exclusive shopping event, a VIP dinner and a screening of Maggie Marilyn’s latest capsule simultaneously as it was being debuted at AAFW. We also worked closely with the team at Maggie Marilyn to communicate stories that championed the AAFW partnership with Kiwi media.

And it paid off, with top-tier coverage secured across Kiwi lifestyle and fashion publications, and awareness and  hype across New Zealand – for an event in Australia!