Introduction to Christian Benner

Custom☠ Underground designer Christian Benner

crafts custom pieces using the destructive techniques of fire, scissors and bleach

☠ Apparel is sourced from genuine leather jackets and vintage t-shirts

☠ Riddled by drug addiction, Benner looked to fashion as a mode of self-expression to become substance-free

☠ Rock n’ roll music inspires Benner’s work

Christian Benner Custom Pieces

Vision & Objectives

☠ Vision:☠ Establish Christian Benner Custom

as a recognizable brand and bring the rock n’ roll aesthetic to high-end/couture fashion

☠ Communication objectives:☠ Increase brand awareness among

fashion influencers☠ Escalate followers on social media

☠ Business objective:☠ Drive sales of Christian Benner

Custom

Audience☠ Target Media:

☠ Top tier fashion magazines and their websites

☠ Influential fashion bloggers☠ Publications that focus on the rock

n’ roll culture

☠ Target Audience:☠ Fashionable men and women in

their late 20s and early 30s that usually seek out indie designers

Strategy

☠ Tell the Christian Benner story of rebirth and musical inspiration

☠ Start a conversation about the campaign on social media in the weeks leading up to New York Fashion Week (September 2015)

☠ Present Benner’s latest collection on an alternative “runway” during Fashion Week to press

☠ Partner with a New York non-profit organization, which embodies Benner’s story of rehabilitation and expression through art, for a special event that merges fashion with charity

Charity Partner☠ Introduction to Phoenix House

☠ Serves people of all ages across the country with short-term and long-term solutions

☠ Rising Music Program☠ Opportunity for younger clients to

engage in all aspects of music production at state-of-the-art recording facilities

☠ Why we like Phoenix House…☠ Christian Benner suffered from addiction

prior to realizing his potential as a designer ☠ Rising Music Program highlights the

importance of self-expression as a source of healing

☠ Music and art are the core of the Christian Benner brand

Tactics“Rising from the Ashes”

Campaign

☠ Multi-faceted program:☠ Social media campaign that raises

awareness of and builds excitement surrounding the Tour Bus and charity event

☠ Tour Bus that blends music and fashion—the streets of New York become the runway

☠ Charity event in partnership with Phoenix House that showcases Benner in action while fundraising

☠ Special edition line of t-shirts whose proceeds go to the Phoenix House

Social Media

#RisingfromtheAshes

☠ Create an intriguing hashtag to drive social media activity and engagement

☠ Engage New Yorkers with an Instagram contest to find and take selfies with the Christian Benner bus☠ One month prior to the Fashion Week, a double-decker tour bus donning a Christian

Benner decal will roam the streets of Manhattan (starting August 14 th until September 12th)

☠ Winner will receive two tickets to the Tour Bus and custom apparel

☠ Promote the “Rising from the Ashes” event as an opportunity to witness Christian Benner craft a piece of art live while supporting a good cause

#RisingfromtheAshes

☠ Post a selfie with this bus #RisingfromtheAshes for a chance to win two tickets to the “Rising from the Ashes” tour on 9/12!

☠ Support fashion and charity at “Rising from the Ashes,” featuring music, fashion and fire (yup, fire) in Brooklyn on 9/12. #RisingfromtheAshes

☠ Wear a piece of art and support a good cause. Order your CB limited edition t-shirt now! Proceeds go to @Phoenixhouse. #RisingfromtheAshes

Rising from the Ashes Tour

☠ Exclusive press event: Alternative fashion show for top-tier fashion and music editors and fashion bloggers

☠ Models will strut down the aisles of a double-decker NYC tour bus donning Christian Benner Custom☠ Transform the bus as a source of

beauty☠ Stops along the tour represent

places that have inspired his vision☠ Christian Benner will serve as

emcee☠ Occurs during New York Fashion

Week on September 12th

Rising from the Ashes Tour

☠ Tour Bus Destinations:☠ The bus will be driving towards

points of interest throughout the city that symbolize sources of rebirth

☠ These focal points have served as inspiration for Benner’s design aesthetic

Rising from the Ashes Event

☠ Final destination of Tour Bus☠ Concert

☠ The Kills will perform in congruence with the Phoenix House and Benner’s artistic inspiration

☠ Fire Demonstration☠ Christian Benner will display the tools and

techniques he uses to craft his apparel in an over-the-top demonstration

☠ Rock n’ Roll Auction☠ Vintage vinyl records and other signed

paraphernalia will be auctioned to benefit the Rising Music Program

☠ One hundred consumer tickets will be sold through Gilt City for $100 each, all proceeds will go to Phoenix House

Target PublicationsOutlet Name Title Circulation/UVM

Vogue Beau Sam Assoc. Fashion Editor 1,222,373/12,234,453

People StyleWatch Rachel Aschenbran Fashion Editor 825,000/2,036,591

Marie Claire Michelle Guerrere Fashion Features 969,965/2,174,511

Elle Lori Goldstein Fashion Editor 1,109,785/10,710,827

InStyle Ali Pew Fashion Editor 1,810,539/4,187,439

Glamour Becky Malinsky Fashion Editor 2,374,170/9,434,084

Harper’s Bazaar Christine Whitney Fashion News Editor 735,212/3,199,836

Lucky Jenna Gottlieb Senior Fashion Editor 1,122,401/1,554,502

Allure Jarrod Lacks Fashion Editor 1,127,636/7,104,306

W Vanessa Lawrence Features Writer 466,247/3,205,147

Nylon/Nylon Guys Joseph Errico Fashion Director 217,506/1,013,179

GQ Brian Coats Editor 963,507/11,343,628

Esquire Wendell Brown Fashion Editor 721,399/4,109,844

Target PublicationsOutlet Name Title Circulation/UVM

Details Eugene Tong Style Director 493,302/850,894

Complex Teofilo Killip Style Writer 335,000/6,511,241

Men’s Journal Brynn Coleman Fashion Editor 765,425/7,401,136

V Magazine Tom Van Dorpe Fashion Editor 300,000/850,877

Rolling Stone Kenny Herzog Contributing Writer 1,473,497/26,869,664

Inked Magazine Nathan Brackett Editor 100,000

Revolver Brandon Geist Editor in Chief 150,000/1,312,725

Target BloggersOutlet Name Title UVM

Ladygunn Koko Ntuen Editor in Chief Pending

Running in Wedges Nicole Alyse Blogger 34,554

Fashion Times Britteny Dee Features Editor Pending

Jag Lever Rachel Jones Blogger 169,474

Broke and Chic Amanda Raye Blogger 80,732

Gypsy Warrior Lisa Brown Blogger 15,130

Interview Magazine Miguel Enamorado Fashion Director 618,548

Style Mode Magazine Virginia Sena Editor in Chief 42,523

FashionIndie Beca Alexander Editor in Chief 2,110,328

The Glamourai Kelly Framel Blogger 617,515

Viviere Bella Amy Marietta Editor in Chief 52,654

NYCpretty Christine Bibbo Herr Blogger 127,067

GREASEandGLAMOUR Jinna Yang Blogger 39,529

The Man Repeller Leandra Medine Blogger 6,596,602

Pitch & Press ReleaseHello Editor, If you’re searching for a different experience this fashion week, look no further. On September 12, 2015 join underground designer Christian Benner for the “Rising from the Ashes” tour – during which he will present his latest rock n’ roll-inspired collection on a double-decker bus touring the streets of New York. Benner has made a name for himself repurposing old garments into new commodities. Using fire, bricks, and house paint, the designer (who experienced his own rebirth after battling drug addiction) breathes new life into used leather jackets and t-shirts. His unconventional designs have earned a loyal following of musicians and fashionistas seeking one-of-a-kind looks. You’re invited to witness this rock n’ roll fashion show on wheels, which will travel to places in the city that have experienced a rebirth and served as inspiration for Benner’s new line. Please RSVP for the “Rising from the Ashes tour” no later than August 21, 2015. If you’re interested in learning more about the tour or Christian Benner Custom, please do not hesitate to contact me. Kind regards, Taryn Burkstburks@thethomascollective.com(212) 229-2294

Budget

TimelinePhase 1: July Phase 2: August Phase 3: September Phase 4: October-December

July 2: Brand briefing

Aug 3: Pitch charity event to target media, send invitations to editors and bloggers for bus tour.

Sept 3: Select winners of the bus selfie social media contest.

Oct 1: Tailored pitching to fashion and music writers for CB feature stories.

July 6: Begin to coordinate "Rising from the Ashes" bus tour and charity event details.

Aug 3: Secure fashion blogger to host bus tour.

Sept 4: Ticket sales end for charity event. Oct-Dec: Continue social media

activity.

July 13: Draft press materials. Aug 13: Launch social media campaign and contest.

Sept 7: Finalize auction items list.

Oct-Dec: Tracking and monitoring.

July 13: Create bus tour media invite list.

Aug 14: CB BUS DEBUT Sept 7: Finalize guest list for bus tour and charity event.

December: Measure campaign results.

July 17: Finalize press materials.

Aug 17: Charity event tickets go on sale.

Sept 12: RISING FROM THE ASHES TOUR & EVENT

July 20: Design shrink wrap and secure bus for August 14.

Aug 21: Finalize bus tour and charity event details.

Sept 14: Pitch special edition line of shirts.

July 20: Hire model casting agent, makeup artist and stylists.

Aug 24: Develop look book. Sept 14: Continue social media activity.

July 22: Submit requests for charity auction donations.

August: Tracking and monitoring.

September: Tracking and monitoring.

Thank you!