N.Y.C. Dare To Compare

Issue: Converting a US advertising message into editorial

Background: NYC is a US budget cosmetics brand with a ‘Dare to Compare’ comparison ad campaign in the US with named premium brands

Solution: Target press with direct comparison messages to echo ad

Journalist desk visits with an NYC beauty kit v premium beauty kit (including price tags)

E-newsletter with NYC and premium brand images side by side

'Spend and save' feature ideas sold in to women's magazines

All media info issued with a copy of the US ad

Results: highlights include:

Grazia and Woman’s Own beauty awards

Between 6 and 10 pieces of national coverage a week