The Drum Awards for Marketing - Extended Deadline

-d -h -min -sec

Bt Bauer Media Grazia

Bauer launches HATWALK with the Mayor of London, BT and the British Fashion Council

Author

By The Drum Team, Editorial

July 30, 2012 | 3 min read

Bauer Media’s weekly magazine Grazia has announced the launch of a new campaign, the HATWALK, with the Mayor of London, BT and the British Fashion Council, with hats being placed on top of famous statues.

In total 21 London statues, including King George IV (Trafalgar Square) and William Shakespeare (Leicester Square) will don new headwear for five days as part of the campaign.

Sophie Beale, winner of Grazia’s Hat Factor: a competition launched in March to find the UK’s hottest new milliner, was the creator of a hat for British general Sir Charles Napier in Trafalgar Square.

Abby Carvosso, managing director of Bauer Magazines lifestyle, said: “HATWALK will give Grazia readers an amazing opportunity to experience London’s historical icons in a completely new way while celebrating British millinery talent during the biggest event of the century. The relationship with BT and the Mayor of London highlights the innovative way Grazia works with its partners and the depth of interaction sponsors can have with their audiences through Bauer’s influential brands.”

People will be encouraged to download an application which will enable them to access content including short videos from the designers explaining their inspiration behind each hat design at BT House, with BT having branding throughout the website and be referenced on all digital platforms.

David James, consumer marketing director at, BT said: “BT is so pleased to get involved in such a quirky and appealing initiative like Hatwalk. It brings together imagination, fashion, communications and social media - through hats and statues! It will really appeal to customers who will enjoy seeing the ‘hatty’ ideas, learning more about them through video they can see via broadband, and being able to show pictures of themselves, ‘wearing’ hats, via social media.”

The Mayor of London, Boris Johnson said: “You’ve got to take your hats off to London. Our city is a melting pot of creativity right at the forefront of global fashion and design. The cutting edge style and imagination of London’s millinery talent is feted worldwide, and is setting the international catwalks alight. I can’t think of a better way to celebrate the heritage of British millinery and its contribution to our fair city than by dressing our most noble of statues, including our most heroic son, Nelson in creations dreamt up by our leading visionaries. In this summer like no other, we have come up with series of spectacular surprises and once-in-a-lifetime experiences that will be popping up throughout the capital. HATWALK is just one of these, so keep your eyes peeled for what’s coming next!”

Bt Bauer Media Grazia

More from Bt

View all

Trending

Industry insights

View all
Add your own content +