Sector: Leisure Time & Lifestyle
Client’s target group: B2C
Luna’s role: PR Partner, Content marketing & copywriting Partner, Employer branding Partner
Activities: Press relations, Crisis communication, E-mail shots, Websites
Period: 2017 to date
Fashion chain e5 is a stalwart in the Belgian fashion landscape.
Luna assisted e5 with the press launch of a new store concept – the e5 Experience Stores – in Aartselaar and Hasselt in February and March 2017. We invited the local press from the Antwerp and Limburg regions to attend press events in the updated stores, and provided the managers of e5 with support and looked after the journalists during the opening. Afterwards, Luna handled the distribution of the press release (complete with photographs) and the related follow-up. We worked on this campaign with e5’s advertising agency, which supplied all the input.
Following this collaborative effort, e5 decided to work with Luna on a permanent basis. When Alexander Talpe took over the family business in September 2017, Luna focused first and foremost on providing media training to the new CEO and owner. On the day of the takeover, we handled the announcement of the news to staff, followed by the announcement and Q&As for the press and the e-mail shot for partners.
In addition, Luna helped e5 to produce the texts for its new online store, and in the context of employer branding we generate media visibility for e5 as an employer wherever possible.
We currently meet with e5’s CEO and marketing manager on a regular basis to discuss the company’s press strategy and brainstorm new activities. Luna also advises e5 on how the company can maximise press coverage whenever it has news to report, following which we draw up the related timetable and ensure the plans succeed.