At a stylish launch held at the Docklands Studios, an exhilarated throng of fashion industry heavyweights, designers, press, government representatives as well as key representatives from The Festival’s many sponsors including, Virgin Australia, and exclusive Beauty Partner and Major Partner ,L’Oreal Australia, listened intently as Festival Chairperson, Laura Anderson , poignantly spoke of the celebration of the new Naming Rights Partnership and The Festival at large.
“We are here celebrating our heritage, activating the present and empowering the future,” Anderson said. “Our 2014 VAMFF will focus on bringing our consumers amazement, empowerment accessibility and aspiration, “Anderson further added.
Virgin Australia’s Chief Customer Officer, Mark Hasell in his turn spoke of the company’s excitement at becoming the Festival’s Naming Rights Sponsor. “The Melbourne Fashion Festival and Virgin Australia share core values at heart, WE share a passion for style and a deep passion to foster Australian talent,” Hassell announced.
Festival CEO, Graeme Lewsey, spoke of the exciting campaign leading up to the activation of VAMFF 2014. Together with The Festivals newly appointed creative agency, George Patterson Y&R and public relations agency, AMPR, a multi- channel marketing and communications strategy combining traditional and digital platforms will be executed with vision to build a community of people who are passionate about fashion, business and creativity, facilitating engagement within creative industries.
The launch event also showcased a preview of the exciting campaign designed to trigger consumer engagement. Titled ‘SEE.FEEL.REACT.’ the multi medium campaign features filmed advertising as well as a series of ‘front row portraits capturing the moment, ‘SEE.FEEL.REACT.’
The Virgin Australia Melbourne Fashion Festival will take place during the month of March in 2014 with The Festival’s curated program of runway’s activations and, workshops and business events running from 17-23 March 2014. Tickets and further information are available now through Ticketek or online at the new Festival website www.VAMFF.com.au