On Wednesday 28 February, two littleBIG guns flew to Sydney to help launch Dr. Martens Australian store – marking the first time in the iconic brand’s 58-year history that Australians have a physical, Docs-branded retail store and online space in which to indulge their passion for Docs.

Our fashion PR guru, Jarryd Pentony, shares the top line on how the littleBIG team pulled off a totally awesome launch party and got word out on the streets of Sydney and around Australia, with a super tight turnaround.

FIRST UP! HOP TO IT WITH…

  • Key detail gathering
  • Initial media and guest list comms

ONE WEEK OUT…

  • Ramp up the media and guest list hustle

LAUNCH WEEK…

  • Wrap up the door list
  • Final media opportunity coordination

PARTY TIME…

Located at Westfield in Sydney’s Pitt Street Mall, the Dr. Martens store launch saw 90 media and influencers celebrate in true DM’s style: Sydney rock band, Polish Club, played live sets in the store’s shop window; Aussie artist, Maddy Young, was on-hand to customise pairs of Docs; local barber, Tommy J, provided guests with fresh cuts and the crew at Sailor Jerry took care of the bevvies.

THE RESULT…

littleBIG’s PR campaign and event launch saw news of the Docs store opening appear 40 times across print, online and social media; generating more than $400,000 in publicity. Key highlights being:

The new Docs store offers the largest range of men’s, women’s and kids’ styles available in Australia, including Originals, Made in England, DM’s Lites, collaborations, vegan and accessories collections.

Check it out the next time you’re in Sydney or browse the Docs range online at: www.drmartens.com.au.