AL Marketing | Dare to Wear
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Dare to Wear

Client: Intu Trafford Centre

Autumn Fashion is an extremely important event for intu Trafford Centre and we wanted to try something a little disruptive and firmly focus public attention on what the centre had to offer.

Working with Britain’s oldest working model Daphne Selfe, we created a fashion campaign that challenged younger people to be as bold and daring as Daphne by trying styles they wouldn’t usually go for or simply tackling new fashion trends. The campaign also promoted a week-long in-centre event, where customers could receive expert style advice on how to incorporate more daring and unusual fashion items into their wardrobe in the Dare to Wear Style Lounge.

The campaign was promoted on radio as well as through local press, POS, digital and social media. An eight page A5 direct mailer was also door dropped to 325,000 households in Manchester and the surrounding areas.

It surprised the public and media for all the right reasons and created huge talk-ability in the industry with coverage of the campaign appearing in:


• The Daily Express,
• The Daily Mail,
• Grazia,
• Best,
• Good House Keeping
• and many more.
• With a reach of over 30,968,478 people