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Mice Net : October 2008
case study fresh-faced launch in palm cove NAME: National Pevonia De-Aging Tropical Body Launch TYPE: Pevonia product/treatment launch to media CLIENT: Pevonia Australia NO. ON KEY ORGANISING TEAM: Three in total: Jo Swain, national PR manager Pevonia Senga Greenwood, Sea Temple sales and marketing manager Giannina Huth, Sea Temple conference coordinator PAX: 20 national beauty editors ranging from Vogue to Harpers Bazaar to Madison BUDGET: Decadent with a WOW factor ($25,000) WHAT YOU DID: 20 beauty editors and directors were whisked away to Palm Cove in Australia’s Tropical North Queensland for the two day luxurious Pevonia launch at the exquisite Sea Temple Resort & Spa. On arrival, a private lunch was held on the terrace of the Sea Temple’s stunning plunge pool villas. Light spa cuisine with aqua minerale and Louis Roederer champagne was served. And after lunch the beauty editors were invited to discover Pevonia’s new Tropical Body treatments at the resorts holistic spa. In the evening an exclusive botanical themed dinner was held in the Sea Temple’s Pool Pavilion. SPECIAL TOUCHES: Tropical themeing throughout, from invitations (in the form of tropical boarding passes sent in an aqua travel wallet) to the lunch, dinner and surroundings. Guests enjoyed the beautiful décor, exclusive spa treatments, luxurious dinner in the pool pavilion with stunning botanical backdrop. The long dining table was dressed with exquisite tropical foliage and Pevonia Spalasium papaya and pineapple candles for scent surround. Each place was marked with a hand-made frangipani name card. The ancient melaleucas surrounding the pool pavilion were backlit with tropical colours creating an ethereal feel. CHALLENGES: It was challenging organising 20 very busy beauty editors and directors to take two days out of the office/personal time to attend the launch. As well as setting up a fully catered lunch in a private villa a distance from the kitchen, preparing the private dinner in the pool pavilion encountered similar challenges, with the three course, three choice menu for the group. CLIENT’S COMMENT: “The launch proved a major success. The feedback from all the beauty editors and directors was phenomenal, everyone appeared to have a truly unique and memorable experience and we already have a long list of expected editorials.” - Pevonia 74 mice.net O C T O 3 B 3 E R 2 0 0 N 8 Y – M I C E . N E T C A S E S T U D O . 1 9 6 5 -