For the last 30 years, Mario Tricoci has not only been the innovator of beauty and style, but has also made women across Chicagoland feel magnificent and sophisticated on a daily basis. Now, the “Mario, Make Me a Model” campaign will give five of Chicago’s most beautiful their big modeling break. This campaign will begin with a series of events at many Mario Tricoci Hair Salons & Day Spas locations in order to find these beauties, and will come to an end with Fashion Focus Chicago 2008 in October.
Each contestant will receive fitness training, modeling advice and a makeover from Mario Tricoci before walking in a runway show during Fashion Focus Chicago. One winner will be selected after the show and will be featured in a Chicago magazine fashion spread.
Desert Rose Design was brought on to develop the campaign identity and online and print advertising campaigns, as well as design signage for the salons, casting events and in-store and in-salon event promotions. In order to begin the process, we had to accustom ourselves with the overall Mario Tricoci experience. We visited numerous salons to get a feel for the atmosphere and clientele, and realized that to promote this stand-alone event, we would need to keep the same sophistication and style that the Mario Tricoci brand possesses.
The “Mario, Make Me a Model” event would need promoting, so we created numerous concepts to get the event launched. We created vertical banners for in-store, event and sponsor locations that featured a model shot. Other vertical and horizontal posters were also created, as well as a window display for the salon on Michigan Avenue. Postcards were created to include more specific details regarding the event and to be passed out at multiple sponsor locations.
We also created a website with numerous features including a list of model call venues, press releases and videos. There is also a “Tell a Friend” section that will allow users to pass the event information on to their colleagues, and the site also features a blog where the models can document their experiences throughout the competition.
The event will also be promoted through a series of banner ads and email blasts. We have enjoyed working on the promotion of this exciting event and look forward to being on hand when the winner is selected.
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