Ray-Ban was keen to turn back the clock to the 1970s in May when the iconic eyewear brand mixed past and present at a high-profile re-launch of its famous Aviator sunglasses. The re-launch was highlighted with an indie rock concert at London’s Scala theatre, the second of two concerts dedicated to celebrate the birth of the legendary sunglasses. The re-launched line features six new models in addition to the Classic design.

Ketchum brought seven press representatives from Beijing and Shanghai to attend the event. These high-profile media outlets comprised the largest press team in attendance. The visiting journalists had the opportunity to interview the artists and Ray-Ban executives to assemble an impressive range of material for exciting press reports back in Mainland China.

Concert headliners, The New York Dolls, delivered an energetic collaborative performance with French rock-pop group the Plasticines. They were also supported by London’s The Big Pink. In addition, the artists were featured in an exclusive exhibition of rock photographer Kevin Cummings’ work – photographs of the music groups sporting the new Aviator models.

The resulting media reports referred to the experience as a “great show” which successfully reinforced the iconic nature of the Ray-Ban brand.