GUESS was the official fashion sponsor for CWTV's "America’s Next Top Model’s" (ANTM) 20th cycle. In order to highlight GUESS' presence on the TV show and drive traffic to all retail stores carrying the exclusive ANTM capsule collection, GUESS hosted a series of events throughout the US.
Role | Special Events Manager @ GUESS, Inc
RETAIL EVENTS:
GUESS Third Street Promenade, GUESS Lincoln Road, GUESS 5th Avenue and GUESS Fashion Show Mall Stores hosted exclusive in-store events in partnership with NYLON Magazine, Conair, Veev, NYX Professional Makeup, Glossybox.
Events elements included:
•ANTM models wearing “ANTM Picks” and posing for pictures with fans
•Tray-passed denim-themed treats
•Cocktails by VEEV
•NYX Cosmetics “Smize Beauty Bar”
•Conair Hair Bar (5th Ave. location only)
•Instagram photobooth featuring images tagged with #SMIZEWITHGUESS
•Mystery scratcher including a special offer
•Exclusive gift with any purchase of $125+ that included a customized GUESS ANTM denim tote, NYLON magazine subscription, Conair product, NYX product and GUESS branded items
•GUESS also hosted a runway fashion show at Fashion Show Mall in Vegas hosted by ANTM judge Johnny Wujeck.
VEGAS POOL PARTY:
To promote the GUESS sponsorship for America’s Next Top Model, capture local traffic and increase the store’s local client base,GUESS also hosted a pool party at The Encore Resort, Las Vegas.
Event elements included:
•VIP guests were invited to meet models from the show
•100 GUESS swimsuits were given away at the GUESS Gifting Suite
•Branding included GUESS $20 shopping cards, GUESS pillows, GUESS water guns, GUESS sunscreen, GUESS fans GUESS beach towels and step and repeat
•GUESS stir sticks and napkins were at bars and VIP bungalows
•GUESS logos and imagery were on all pre-event promotion and on-site promotion
