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Assignment Cover Sheet School of Humanities and Communication Arts

Student Name Taylor Newell

Student Number 17693093

Unit Name and Number Events Management 101940

Tutorial Group Blue 12

Tutorial Day and Time Friday 3pm

Session / Semester Autumn

Lecturer/Tutor Vanessa Campbell

Title of Assignment Media Kit

Length 1000 words

Due Date Friday 2nd May

Date Submitted Wednesday 30th April

Campus Enrolment Parramatta DECLARATION I hold a copy of this assignment if the original is lost or damaged.

xI hereby certify that no part of this assignment or product has been copied from any other student’s work or from any other source except where due acknowledgement is made in the assignment. xNo part of the assignment/product has been written/produced for me by any other person except where collaboration has been authorised by the subject lecturer/tutor concerned xI am aware that this work may be reproduced and submitted to plagiarism detection software programs for the purpose of detecting possible plagiarism (which may retain a copy on its database for future plagiarism checking)

Signature: …………Taylor Newell ……………………….

Note: An examiner or lecturer/tutor has the right not to mark this assignment if the above declaration has not been signed)

Please Contact: Taylor Newell

OPI Event Coordinator [email protected]

0401897481 www.opi.com/spaday

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The OPI & Great Gatsby ‘Girls Spa Day’

Digital Media Kit

OPI Products Inc. The World Leader in

Professional Nail Care




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FOR IMMEDIATE RELEASE: OPI Products Inc. will be hosting a Great Gatsby themed girls spa day for invitation holders on Saturday 6th September, 2014 from 12pm-4pm at the Town Hall Building to launch their new Great Gatsby inspired nail polish collection. There will be a select group of invites for 25 VIP’s and a friend who win our competition. On Twitter, they must say in 140 characters or less, what they would name one of our new nail polishes from the Great Gatsby range, and why. This will be promoted online through our social media pages (Facebook, Twitter, Instagram,)

At the event, there will be OPI nail specialists, who are qualified beauticians from OPI to do the mani-pedi’s. There will also be wait staff to serve champagne and appetisers and security staff for the event. Singer/songwriter Lana Del Rey will make a guest appearance and perform at the event, singing her new song ‘Young and Beautiful’ which is featured in the Great Gatsby Film.

The OPI company is putting on the event to promote their new nail polish range. It is being sponsored by Moet & Chandon, The Great Gatsby film (following their movie being screened in cinemas) and Cosmopolitan Magazine. A promoter of the event is the National Breast Cancer Foundation (to raise awareness of breast cancer and encourage donations).

We are running this event to launch a great new range of OPI nail polishes that promote the Great Gatsby movie, incorporating its 1920’s theme and style, to depict elegance, luxury and grandeur. We will also be able to possibly raise funds for the National Breast Cancer Foundation, who is promoting our event through donations and a percentage of our profits made on the day through product sales.

Photo opportunities will be available for a limited amount of press allowed within the event on the day.

“We are thrilled to be sponsoring the OPI event, which should be a spectacular day for all,“ said Stéphane Baschiera, President And CEO of Moët & Chandon.

“It is great to see the theme and style of The Great Gatsby to be incorporated into such a great product,“ said Baz Luhrmann, Director of The Great Gatsby.

“OPI is a great supporter of the National Breast Cancer Foundation and we are very grateful for their efforts in raising funds for this organisation,“ Said Janelle Hail, Founder of the National Breast Cancer Foundation.

“OPI shows girls they can always bring back a bit of glamour and the Great Gatsby range and the event should be very exciting!” said Brownywn McCahon, Editor in Chief of Cosmopolitan Australia.




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Backgrounder – OPI Girls Spa Day

Founded in 1981 by President and CEO George Schaeffer, OPI Products Inc. is a leading brand in professional nail care that is dedicated in producing quality products (Coty-OPI Inc., 2014). OPI is a family-owned business, which takes customer wellbeing very seriously. OPI is best known for its nail lacquers, which come in over 200 colours which each have individual and inventive names that make this brand unique and exciting to customers. George Schaeffer has also created The Schaeffer Family Foundation, which has donated millions of dollars to both large and small charities, mostly surrounding issues of health or child education. There have been many celebrity endorsed nail polish ranges in the past, including Justin Bieber, Katy Perry, Mariah Carey, Selena Gomez, Serena Williams, and Carrie Underwood. Its newest endorsement is to The Great Gatsby film, which was recently in cinemas. OPI is holding an invitation-only event in the Sydney Queen Victoria Building on Saturday 6th September, 2014 in order to promote their new Great Gatsby inspired nail lacquers. The event will be a Girls Spa Day for women, who will be treated to a mani-pedi, champagne and appetisers along with a gift bag. The attendees will be selected through our online competition on our OPI Twitter page. Teaming up with The Great Gatsby, Cosmopolitan Magazine, Moet & Chandon, and the National Breast Cancer Foundation, the Girls Spa Day will be all about luxury, elegance and all things girly to celebrate the 1920’s themes in the Great Gatsby film.




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Social Media – Facebook Event & Competition Page Official Facebook page of OPI: https://www.facebook.com/OPIProducts?fref=ts Sample Facebook Event link: https://www.facebook.com/events/opispaday Sample Facebook Event page: (On next page) Content: OPI is teaming together with The Great Gatsby film, to bring to you a new range of OPI nail lacquers that incorporate the Great Gatsby theme of 1920’s style, elegance and grandeur. We are looking for people to give a name to one of our new colours for this range! In 25 words or less, on our Twitter page, tell us what you would name one of our new colours in the Great Gatsby range and why! When naming the colour, make sure to tag our OPI page at @OPI_PRODUCTS and hashtag #opispaday The top 25 entries will receive an exclusive invitation to our OPI Great Gatsby Girls Spa Day for you and a friend! *Competition closes 12:00pm 23/8/14. The OPI Girls Spa Day will be held in the Town Hall building, in Sydney CBD on the 6th September from 12pm-4pm. Lana Del Rey will be making an appearance and performing her single ‘Young and Beautiful’ which features in The Great Gatsby movie while you receive a complementary mani-pedi, a glass of Moet & Chandon Champagne and appetisers, along with a gift bag including the new issue of Cosmopolitan Magazine! For any purchases made on the day, 5% of the profits will go to the National Breast Cancer Foundation and additional donations are very welcome. Good Luck to all! Intent: The intention of the Facebook event page, is to promote the event and encourage customers to enter the competition to win invites to the event. It is also promoting the new OPI nail polish range, and encouraging people to buy the new colours.




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Invitation




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Distribution List:

First Name Surname Name of Media Outlet

Position Email

Edwina McCann Vogue Australia Editor in Chief [email protected] Fiona Legdin InStyle Australia Publisher [email protected] Kellie Hush Harper’s Bazaar Editor [email protected] Jo Walker Frankie Magazine Editor [email protected] Kirsten Rowlingstone The Iconic Editor [email protected] Cherie Herrmann Beauty Heaven Beauty Writer [email protected] Sara Smith ELLE Australia Senior

Fashion Editor [email protected]

Anna Gordon Pacific Magazines Deputy Editor [email protected] Sarah Bowing The Intermedia

Group Pty Ltd Managing Editor

[email protected]

Sophia Wang Professional Beauty

Beauty and Online Journalist

[email protected]

Roxy Jacenko Sweaty Betty Founder & Director of Sweaty Betty Public Relations

[email protected]

Mackenzie Dixon Fairfax Media Journalist, Editor

[email protected]

Melissa Emerson Missy Co. Journalist, Editor

[email protected]

Zoe Foster Bauer Media Limited

Author, Columnist

[email protected]

Kate Spies Cosmopolitan Online Producer

[email protected]

Hayley Hughs Fashion Hayley Blogger [email protected] Margaret Zhang Shine By Three Blogger [email protected] Geneva Vanderzeil A Pair and a

Spare Blogger [email protected]

Zanita Morgan Zanita Blogger [email protected] Kirby Hughs Style Hunter Editor [email protected]




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Works Cited: Welcome to OPI, (2014), Coty-OPI Inc., Retrieved from http://www.opi.com/

Margaret Gee’s Media Guide, (2007), Retrieved April 9, 2012 from: http://dc02kg0387na.hosted.exlibrisgroup.com:1701/primo_library/libweb/action/searc h.do?dscnt=1&fctExcV=&scp.scps=scope%3A%28%22UWS- ALMA%22%29%2Cprimo_central_multiple_fe&dstmp=1392378036722&rfnExcGrp=1& vl(freeText0)=margaret%20gee&fn=search&vid=UWS- ALMA&mulExcFctN=facet_rtype&fromLogin=true

National Breast Cancer Foundation. (2014). Retrieved from http://www.nbcf.org.au/

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