Cav Con orchestrated a launch campaign (in assoc with Bashful) which was designed to position the re-furbished Mid City Centre as a premium retail destination. With international style icon, Nicole Richie, as special guest, the strategy incorporated an exclusive media tour which garnered over $2 M in coverage on a national level.
The launch was underpinned by a VIP party that saw the first floor retail thoroughfare completely transformed (in a matter of hours) into a sophisticated cocktail lounge with a retro hollywood decor which paid homage to Richie's home town of LA... Harpers Bazaar reporting it as one of the most stylish events of the year.
