Launch party for the new sunglasses collection by Tommy Hilfiger structured into two main events, in Milan and Catania, followed by a series of mini-events in a selection of optician stores throughout Italy.
To implement the tour, based on a wedding theme, Urban.:FX looked after not just the organisation of the coordinated set ups, but also the management of the communications and publicity of the whole tour. A photographic competition on Instagram was promoted in collaboration with local PR companies, aimed at increasing footfall within the individual stores. Guests had the chance to take a photo inside the optician stores and, using the special hashtag, post it on social media. The most beautiful image that captured the theme of the collection was awarded the prize of a trip to Los Angeles.