1. Elbeth Gillis

2. Background Elbeth Gillis’s name has become synonymous with the exquisite bridal gowns she creates, establishing herself as a well respected and educated designer for the past decade. Drawing from her 3-year Fashion Diploma from the Cape Peninsula University of Technology, Elbeth has a wealth of experience in the fashion industry and instinctively knows what works. She began her career at Boy label in 1992; this experience encouraged her to venture out on her own; launching a range for boutiques in and around Cape Town. Feeling she needed to grow her industry knowledge, Elbeth took up a position in mainstream clothing where she accepted a job in a large clothing factory and designed for several of the major retail chain stores.

3. Elbeth needed to find her balance in life and in 1998 her own self titled label was created. Having firmly entrenched her name in the bridal industry, Elbeth has now expanded her lines to include evening couture and a Little Black Dress Collection. She also collects and passionately restores vintage garments in her free time, dedicating time and attention to detail and finishing. Her collection of restored garments is available for loans for shoots, fashion shows and celebrity dressing.

4. Through awareness and building her profile, position Elbeth Gillis as an authoritative voice and leader in the fashion industry within South Africa; positioning her as one of the established designers in South Africa. Promote Elbeth Gillis as the first choice for bespoke and tailored evening gowns for special functions. Position Elbeth Gillis’s new collections as a top-end exclusive fashion collection which demands the cost of such. Through awareness, increase demand for her vintage collection; both in retail and for magazine shoots. Drive traffic to the website. Product place all her new collections in the female glossy magazines. Drive awareness around her extensive ready-to-wear bridal collection and couture made–to-order collection, positioning her as a leading bridal designer. What is the aim of the PR campaign?

5. The Brief Total Media were commissioned by Elbeth to: –Create awareness around Elbeth’s design collections. –Product place Elbeth’s collections in leading consumer magazines. –Profiling and positioning Elbeth as an authoritative voice on fashion. The Approach - Tailored written releases with key angles were sent to long lead media (magazines and newspaper). - Press releases on her respective collections were written and distributed to the media with images. - TM arranged for media to interview Elbeth on radio and television.

6. Outcomes - Media Relations Results The total campaign publicity to date for the period (September 2008 – June 2009) equates to R Over the duration of the campaign, Elbeth’s respective collections were featured in relevant and high end glossy magazines produced in South Africa and has led to a direct increase in sales.