CLIENT: Mario Tricoci is a full service hair salon and day spa located throughout the Midwest.
CHALLENGE: Develop the identity and promotional materials for the premiere model search campaign in Chicago, Mario Make Me a Model.
PROCESS: The first phase of our process involved meeting with key staff members to gain a better understanding of the company, its history, purpose and goals. We then visited numerous Mario Tricoci salons to attain an overall feel for the company and define the client persona. We created a Go-To-Market Plan that defined a goal, itemized a list of tactics and showcased how we would complete the program on time and within budget.
The first stage in the process was the development of the brand identity for the campaign. It was critical to create a fresh, strong image for the campaign while also tying it to the highly recognizable Tricoci branding. Upon client acceptance of the logo we implemented it throughout all campaign elements. This program had a three-phase lifecycle: Model Calls, Finalist Selection and Runway Show with Winner Announcement. Each phase had an in-salon promotions such as flyers, banners, mirror and window clings. Digital marketing efforts focused on the branded microsite featuring all phases with real-time voting, video, interactive advertisements, email campaigns and e-invites.
Desert Rose Design developed the campaign and all promotional elements for this highly recognized program in 2008, 2009 and 2010.
RESULTS: America’s next top models have been found in Chicago three years in a row. Mario Tricoci, a trend leader in beauty, wanted to support the momentum of our local fashion industry by teaming the best of the best in local fashion. Ford, the premier modeling agency and Equinox Fitness an elite training and fitness center were on hand to fast-track local hopefuls into runway and print professionals. With the help of media partners like CBS2 and Chicago Magazine collaboration has been created that has helped propel the careers of a number of young women and men.