In February, the famous French fashion house Chloé celebrated its fifth anniversary in China with a spectacular runway show at the Shanghai Expo Centre for its Spring-Summer 2011 collection. The event was Chloé’s most extravagant show ever in the country, and included a live webcast to the rest of the world, a first for any luxury fashion brand hosting an event in China. The show attracted a sparkling array of fashionistas and celebrity guests, including world-famous pop group Wonder Girls, Zhou Yun, Gaile Lai, and Aarif Lee. To help Chloé generate maximum visibility for its fifth anniversary and its latest collection, Ketchum secured invitations for over 200 of China’s leading fashion and lifestyle editors and managed nearly 30 interviews for Chloé’s global CEO and APAC managing director. The event was featured in a wide range of leading media outlets, including Wall Street Journal Asia, CNN, WWD, Bloomberg TV, 21st Century Business Herald, Modern Weekly, China Daily and Sanlian Life Weekly. Ketchum also created two gorgeous highfashion multimedia releases (MMRs) that reflected Chloé’s sophisticated and elegant French style. These MMRs, which were shared with hundreds of media before and after the main event in Shanghai, featured news releases, background information, SNS and video links, executive bios and, of course, countless stunning images from the event itself. The MMRs resonated strongly with the media, many of whom said this was the most professional and beautiful presentation of media information that they have ever received.