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Fashion Media and Carolina Herrera take consumers travelling
Fashion Media

Primedia Unlimited’s in-store advertising business Fashion Media brings forth the art of travel for Carolina Herrera Grand Tour fragrances within Edgars stores nationwide. 

The ‘Grand Tour’ has its roots in 18th century European custom where youths from the privileged class culminated their training by taking the Grand Tour to meet and see the customs of people in other countries.

During August Fashion Media brought together this nostalgia of travel back for the Carolina Herrera Grand Tour fragrances for men and women. Using the age-old travel paraphernalia suitcases, CH fragrances and maps, an interactive window was put together in the main display window of Edgars in Sandton City.

“Through the use of these beautiful window displays and sensormatic branding, we managed to create the perceived experience of adventurous travel for consumers nationally,” says Sean Reed, Fashion Media’s CEO. “Focusing on consumers aged 18 plus we built the idea of travel and definitely increased brand presence and awareness for CH.”

Internationally, CH invited consumers to participate in an online treasure hunt where they stood a chance to win a Grand Tour across South Africa in one of the great South African icons of travel – the Blue Train.