Five Roses

  (Sponsorship Consultancy)
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As commercial partner to Sanlam South African Fashion Week (SSAFW), Kaelo Worldwide Media works closely with associated brands such as Five Roses to develop tailored sponsorship opportunities. SSAFW Summer Collections, held recently at Sandton Convention Centre in Johannesburg, proved to be a great success for Five Roses in terms of brand positioning and development.

Five Roses aims to put romance back into everyday life and SSAFW Summer Collections was an excellent platform for consumers to experience and interact with the brand. As hospitality partner to SSAFW, Five Roses sponsored the Media and VIP Lounges at SSAFW. Both Lounges were adorned with delicate Rose Petal branding and VIPs and Media were treated to a selection of Five Roses Teas, Pierre Jourdan sparkling wine, Peroni and Redbull, while they were also able to indulge in sweet snacks. VIPs and Media could relax and refresh in a beautiful setting, away from the buzz of the exhibition. The Five Roses Media Lounge was not only a place for media to put their feet up between shows; it was a working area equipped with Acer Laptops which allowed the media to cover SSAFW from the Sandton Convention Centre, thereby reinforcing the SSAFW’s guiding principle of “the business of fashion”.

It was not only VIPs and media that got to experience the romance of Five Roses as the brand petal theme was extended into the rest of the exhibition. All visitors to the SSAFW exhibition and shows were able to sit at the exquisite Five Roses Tea Bars and were served a selection of Five Roses teas and muffins. This proved to be hugely popular as visitors enjoyed having a rejuvenating cup of tea while taking a break from their shopping between shows. The Tea Bars were also taken to the SSAFW Regional Collections, held in Durban and Cape Town after SSAFW at Sandton Convention Centre in Johannesburg. It seems that their sponsorship of SSAFW and leveraging activities around the event has made tea drinking chic within the fashion fraternity of South Africa, whether in Cape Town, Durban or Johannesburg.

They also sponsored a show at SSAFW featuring Palesa Tshukudu of Psychic, Jacky Lucking of Miss Scarlet and I love Leroy’s Sarah Webber. All 3 designers’ collections were well suited to the feminine Five Roses brand, each designing a garment that was inspired by Five Roses and their theme of everyday romance. These garments were then photographed and placed into a fact sheet with an explanation of their inspiration for the garments in order to gain additional exposure and so that the audience could easily recognise the Five Roses inspired garments These fact sheets were placed on every seat at the Five Roses Collections along with Five Roses jewellery and fresh long stemmed red roses, which Palesa’s supporters spontaneously threw onto the runway after her show. As show sponsors, the Five Roses logo appeared on all 500 invitations to the show as well as the AV beforehand and the Five Roses Collections was mentioned on the programme, Fact File, flyers and SSAFW website.

Their leveraging activities were not all focused on the SSAFW exhibition and shows, as they also sponsored a student design competition and commissioned highly talented creative young South African artists Vusi Mfupi, Yvonne Harvey, Mary Sibande and Gina Waldman as well as designers Franz Grabe and Jacques van der Watt to create a piece using Five Roses branding and packaging.  The student design competition drew 500 entrants from 21 design colleges around the country who designed accessories using Five Roses products around the theme of romancing the ordinary. The student design competition proved to be so successful and popular that now many of the colleges are making it a part of their annual curriculum. These accessories as well as the artist and designer commissioned pieces were displayed prominently within the SSAFW exhibition and became a real

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