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#InYourElement – A world first collaboration between fashion retail, automotive and travel sectors.

May 15, 2019 Business News No Comments Email Email

In a world first initiative, International fashion brand, Superdry, announces upcoming partnership with automotive and travel giants, Subaru Australia and STA Travel, for season launch.

To celebrate the brand’s upcoming #InYourElement campaignSuperdry will be partnering with Subaru Australia and STA Travel to offer a unique experience for Australian consumers.

Amanda Leaney, Subaru Australia’s General Manager Marketing, said: “Subaru has a proud history of getting Australian’s to where they need to be, no matter how rough the road. Subaru is delighted to be partnering with Superdry’s #InYourElement campaign, providing Australian’s the opportunity to get more out of life.”

As three industry-leading brands vested in the Australia digital and retail space, the partnership illustrates a collaborative effort to reach and engage Australian consumers. To celebrate, Superdry will be hosting a digital and instore promotion which will offer Australian consumers the opportunity to win a $3000 Superdry wardrobe, an all-expenses paid elemental trip for two to Tasmania and a new Subaru WRX (for a period of 6 months).

To support the campaign, which celebrates the UK fashion brand offering a ‘jacket for every element’, four of Australia’s most popular social media influencers will be sent on four unique elemental experiences provided by STA Travel. The influencers, who will sport an elemental-specific Superdry wardrobe, will be met on ground with a new Subaru, before embarking on a content collection campaign across Australia.

“STA Travel are super excited to be partnering with Superdry and Subaru for this upcoming campaign as our brands have some great synergy when combined. This is a fun campaign with a great approach in showcasing the ultimate way of exploring your back yard which we hope will drive more tourism within Australia.” Amy Mortlock, Head of Product and Marketing, STA Travel. 

In addition to this, all three brands will be collaborating in physical activations across key shopping centres around the country including but not limited to Chadstone and Westfield Sydney City.

The collaborative efforts of Superdry, Subaru Australia and STA Travel comes after the continued success of collaboration strategies worldwide including Johnny Walker and Game of Thrones and more recently Beyonce’s IVY PARK partnership with Adidas.

‘Collaborations between brands certify a greater campaign reach and ultimately the goal of driving a higher ROI’ according to Superdry Brand General Manager, Antony Hampson

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