The Belgian clothing brand J&Joy, was founded in 2006 by Pierre Hamblenne, a young entrepreneur from Waremme. This colourful brand is very well known in Wallonia but not at all in Flanders. Hence, why the two flagship stores of this sporty-chic brand are located in the south of Belgium. Besides J&Joy’s shopping website, Flemish people can only buy J&Joy clothing in a couple of multi-brand stores. Their question to us: Can you increase brand awareness in Flanders by means of PR?
During a two-day press tour to the Flemish press, accompanied by Pierre Hamblenne, we told the complete story behind J&Joy, the founding, the evolution, the goals of this Belgian clothing brand up to the source of inspiration for their latest collection. The press kit was sent a couple of days later to all of the fashion editors we were not able to see during the two-day tour. Besides all of this, we set up an ambassadors program in order to get more publicity for the brand via famous Flemings. Through their own social media channels these ambassadors could post selfies or send out tweets into the world and the clothing could also be used for their styling during photo shoots or TV performances.
The two-day press tour and press kit generated articles in amongst others Trends, Elle, Steps City Magazine, Steps.be, Psychologies Magazine, Metro, Campus Magazine, the blogs of De Zondag and Primo TV Gids but also in Walloon media such as Femmes d’Aujourd’hui, Gaël, Victoire (the fashion supplement of Le Soir), Ciné Télé-Revue, La Capitale, La Meuse, etc.
Since J&Joy has a very distinct style (very colourful and sporty), finding a Flemish ambassador was not easy. In the sports world we found none other than cyclist Zdenek Stybar to enthusiastically take on the job. Also, Yellow Tigers’ Laura Heyrman and Lise van Hecke (two players of the Belgian volleyball team) were happy to become ambassadors for J&Joy. Sport journalists Eddy Demarez and Ruben Van Gucht have been regularly appearing in J&Joy on TV ever since the start of the World Championships in Brazil. In addition to all of this, we added Antwerp based DJ Nicolaz, who plays at all the biggest festivals in the world, as ambassador. This ensured that the brand J&Joy could also inspire Flemish dance lovers.