Media & Blogger Relation in Russia

Sicilia Outlet Village (SOV) is an outlet, located in the heart of Isola. It can be easily reached from all Sicilian cities in less than an hour's drive. Every year the outlet is visited by millions of tourists, mostly from Eastern Europe, including Russia and the Russian-speaking countries such as Ukraine, Belarus and Kazakhstan. The outlet mall is home to the best Italian and international fashion brands, such as Versace, Dolce & Gabbana, Gucci, Abercrombie & Fitch, Lacoste, Adidas, La Perla, Armani, Calvin Klein, Ferrari Store and many others.

Sicilia Outlet Village

Aims

  • To increase brand awareness among the main travel agents, fashion and lifestyle media and travelers heading to Sicily
  • To send constant updates to Russian media about SOV
  • To attract new visitors

Strategy

To create buzz around SOV, Competence developed a series of activities aimed at the Russian media (travel, fashion and lifestyle blogs) over the course of 2013.

Activities

  • Coordination of projects with Russian fashion journalists
  • Participation in the MICE fair in Moscow: Media Kit editing, organization of meetings and distribution of press releases
  • Monthly diffusion of news to the Russian media
  • Editing of news and press releases
  • Creation of a target media list
  • Updating of website in Russian
  • Planning of a press tour for Russian and Ukrainian journalists

Results

  • Growth of brand awareness among Russian fashion, business and travel journalists
  • Approximately 30 online articles published
  • Consolidation of relations with the Russian media, construction of a blogger and journalist database