Speedo’s international PR agency, Birmingham based S&X, has developed the PR strategy for the launch of Speedo Sculpture ShapeLine in the UK.
The full service agency brought the story to life online and offline including photography, press releases, fact sheets, case studies and a series of vodcasts.
S&X commissioned fashion photographer, Mary McCartney to capture portraits of three of the women that had taken part in consumer feedback and testing for the last three years of research and development at Speedo’s global research and development centre, Aqualab, to accompany in-depth case studies charting each woman’s relationship with her body image.
S&X also recruited psychologist and TV presenter, Dr Linda Papadopoulos, to help develop the collection and act as spokesperson and ambassador for the campaign. Alongside the ladies involved in the development of the Speedo Sculpture Shapeline collection, Dr Linda Papadopoulos featured in the Mary McCartney photo-shoot. A behind-the-scenes vodcast of the shoot was also filmed and used as a digital teaser and as a sales tool in advance of the launch.
S&X also produced a series of vodcasts addressing women’s typical body image fears, covering subjects from learning to enjoy shopping to seeing yourself more positively, written and presented by Dr Linda Papadopoulos. The vodcasts launch throughout the year through www.speedosculpture.com and itunes.
The collection will roll out to other markets in 2011.