Home | Wilson Hartnell Public Relations

Gok Wan for Specsavers Ireland

Brief:

Specsavers, Ireland’s most trusted opticians with 39 stores nationwide briefed WHPR to launch “GW by Gok Wan Collection”, a brand new range of designer chic

THE TASK

• To launch the new Gok Wan range of stylish frames, exclusive to Specsavers Ireland, and to position the brand and the new range as high fashion at an affordable price.
• To build mass awareness of Gok Wan’s collection at Specsavers available in all stores nationwide!
• To secure maximum exposure through media interview opportunities for Gok Wan as the designer of the new Specsavers range.
• To manage the tight interview schedule and to ensure interviews secured were on message and well thought out.
• To generate significant product placement and positive media editorial about the new Gok Wan range.

THE RESPONSE

• WHPR launched the campaign with an impressive media relations day for Gok Wan and set up a maximum amount of interviews in the time available with prominent media including broadcast, radio, online and print.
• WHPR secured an exclusive interview with Gok Wan and TV3’s Xpose, where a frame styling session was carried out with presenter Lisa Cannon. Lisa now wears her new Gok Wan frames on air and customers were referencing the Xpose presenter when researching the new frame collection in store.
• Gok Wan was invited into the Newstalk studios to meet presenter Tom Dunne who has been in need of glasses for sometime but has been too shy to pick out a style of frame. Following his interview and style framing session with Gok Wan, Specsavers carried out an eye examination for Tom and provided him with a prescription pair of Gok Wan frames. This led to a follow up radio segment on the Tom Dunne show inviting listeners to provide their feedback on Tom’s new Gok look.
• A national photocall with Gok was organised at the stylish Dylan Hotel alongside two of Ireland’s most popular models, showcasing the range of frames. 
• Next day coverage carried full page interviews and included a range of photography taken at the Dublin photocall.
• A regionalised release was issued to key media, including localised photography with Gok and the local Specsavers store directors. 
• The launch was communicated to a wider audience using online media tools Facebook and Twitter.
• The campaign launch proved to be a great success as the new frames sold quicker than anticipated.