Going Guerilla on New York

The past two weeks we have been planning for two up coming events, namely, the presentation of one of our collections on July 18th and the other is the launch of our new collection release, ML Gold collection, in New York City.

The launch of our ML Gold collection is going to be our first public release where we are involving the public at large to actively participate in the event and get something out of it. With past events we have kept things exclusive, though that is about to change. I want to release something whereby it affects a city at large and everyone has a chance to take part in it.

I got the ML Gold collection launch concept from a marketing campaign I have always had stuck in my head from the mid 1990’s, when Sir Richard Branson launched his Virgin (mobile) brand into the Australian market. I remember one day, back in '96 I think, at lunch time coming out of my the office where I worked in downtown Sydney and walking over to one of the main high end shopping drags, castlereigh st, at which point I ran into a mocked up tank running down the street with Sir Richard on top of it and several other Virgin brand ambassadors around the tank as it ran down the main shopping area.

Although we are not going to do something like this, but rather create our own unique campaign for the Mendis brand, I liked the impact it had and left. On July 18th we will be releasing details to the press about the presentation of one of our collections. On July 24th and 30th we will be releasing details of our ML Gold collection campaign to hit New York City on July 31st.


Chris S. Richardson