Since the Asia inception of Buro 24/7 in May 2015, RSVP has been responsible for all PR and event activities for global fashion, beauty, lifestyle and culture website in Singapore and Malaysia.
In the months leading up to the launch, RSVP created a comprehensive program with key touch points for maximum reach for the unknown website. In its first phase, an “I Love Buro” campaign was created to engage 15 selected local influencers to represent Buro 24/7, complete with photoshoots in customized t-shirts, the project generated much buzz across social media platforms as KOLs shared their shoot with audience. In its second phase, strategic cooperation with Singapore Fashion Week and Lasalle College of the Arts were established to build stronger ties to the fashion industry. Buro’s fans were distributed at SFW’s front row seats for Instagram opportunities and information to a bag-giveaway contest were also disseminated at the venue amongst key fashion personalities from Singapore and the region. Under Buro’s education pillar, founder of Buro 24/7, Miroslava Duma shed light on the digital fashion industry for students, peers and the press at the Lasalle Fashion Talks Series in conjunction with SFW.
Entering its third phase, a countdown timer was placed on the website with Instagram posts running concurrently. For the launch, the team created a beautiful space for 150 prominent guests for a seated lunch at The Clifford Pier, Fullerton Bay Hotel Singapore. Fashion icon Diane von Furstenberg, CEO of The Council of Fashion Designers of America, Steven Kolb, His Excellency the Russian Ambassador Andrey Tatarinov, Vietnamese celebrity and super-model, Ha Anh Vu and Buro 24/7-founder, Miroslava Duma graced the event with their personal appearances. Singapore’s very own style and cultural icons, Tracy Phillips, Anita Kapoor, Velda Tan and others mingled with CEOs and representatives from major fashion and luxury brands including Chanel, Ralph Lauren, Cartier, Hermes, Dior, Tiffany & Co. and Coach, to name a few. Miroslava Duma, the digital media dynamo and style icon inaugurated the launch with a digital ribbon-cutting ceremony.
Post-launch, the final phase of the project saw the assimilation of Buro with retail partners. The first was at Blueprint, Singapore’s official trade exhibition for emerging designers from the region. A Buro–branded GIF photobooth with instant sharing mechanics was placed at the venue, producing more buzz and footprints across social media. The second was a documented tour of Miroslava Duma’s day shopping at Marina Bay Sands, Singapore’s premier mall, followed by a client lunch with key retail brand managers of MBS. Last but not least, the Buro Pop-up store was set up at Scotts Square to further engage the readers’ senses through a tangible space for them to see, touch, smell and listen to preferred brand partners. On top of the retail space, the Buro office and studio was also moved to the store temporarily to allow readers an exclusive peek into the private workspace of Buro’s editorial and production team.