Dune London - Brand Communications Guidelines

LAUNCHES • BRAND ACTIVITY

Brand Launch Activity

To boost awareness in new markets The Dune Group highly recommends executing buzz-worthy brand activity during the launch period. Where budget and resource permits this includes regional activations that are bespoke in nature, including experiential initiatives, pop-ups and installations.

Key considerations for brand launch activity include:

• Achieving maximum brand exposure i.e. impressions.

• Concepts should focus on Dune London’s USPs and heritage.

• Incorporate mechanics to maximise social tags/follows.

• Involve press, influencers and VIP’s to generate coverage and buzz.

• Execution of the activity should be in close proximity to the new store.

• Incorporate added value promotions e.g. GWP or competitions.

• Giveaway limited quantities of branded low value items or vouchers.

It is the Franchise partner’s responsibility to: • Submit a launch activity proposal to Dune Marketing 2-3 months before live date. • Fund, negotiate and produce all collateral required for the activity, unless agreed otherwise with The Dune Group. • Artwork must be produced by the Franchisee in line with brand creative guidelines and submitted for approval to Dune Marketing before production or publishing.

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