We crafted several different editorial angles relating to the brand's mission to innovate the eyewear industry.
We kicked off activity by taking journalists behind the scenes at Cubitts for an intimate workshop to design and create their own handmade frames. All the while, founder Tom Broughton told them about the brand and its journey.
We then placed a series of features in the national media, including interviews with Broughton on his sources of creativity and advice about finding the right spectacles for different face shapes.
All activity was supported by press office activity with store launches, new collections and optical advice.
Head of General Sports & Event Communications, Red Bull
VP Marketing, Karma