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Tweed Run

EXPERIENTIAL
/
SPECIAL EVENTS
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INDUSTRY:
Fashion
EVENT TYPE:
Experiential
The Rugby Tweed Run was part fashion show, part marathon, part flash mob. Participants were invited to show up to the Rugby Store dressed in their best traditional English tweed and take a jolly old bike ride across NYC.
LOCATION:
NYC
ATTENDEE COUNT:
250
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The Ask
Increase the overall presence of Ralph Lauren’s new SoHo Rugby shop by creating an engaging and quirky way to spread brand awareness.
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The Solution
Drury replicated the well-known London Tweed Run in New York City. We knew it was an event that could generate content and conversation on social media as well as overall awareness of the new stores opening.
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The Results
The Rugby Tweed Run was a hit, with 400+ cyclists joining the ride, dressed to the nines. Attendees drank tea from china cups, danced to live period music, and shared their experiences on social media. Legendary photographer Bill Cunningham even snapped a few shots.
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