Michael Kors continues to build on the
success of its Jet Set Go digital
campaign with the launch of a new initiative to support Holiday 2013 gifts. The
new marketing effort is centered on a trio of high-profile trendsetters: Harley Viera-Newton, a Manhattan-based
DJ known for her headlining gigs at such clubs as Westway, The Jane and Le Bain at the Standard Hotel as well as for her
spreads in magazines like Vogue and Elle; Julie
Sarinana, founder of the blog Sincerely
Jules and a contributor to websites and publications including Glamour.com, Elle.com, Lucky Magazine and
Cosmopolitan Latina; and Miroslava Duma, a freelance writer,
former editor of Harper’s Bazaar Russia
and founder of Buro 24/7, a website
dedicated to fashion, art, architecture, cinema, music and style. The campaign, which begins in November, underlines
designer Michael Kors’ admiration for “jugglers” women who are always on the
go, doing it all and looking great while they do it by highlighting the style and accomplishments
of three talented women who embody the brand’s signature jet set sensibility. Each
woman will have her own specially curated product suite of gifts including
sneakers, watches and handbags on MichaelKors.com, along with a wealth of
content, including video, fashion shoots and interviews, on Michael Kors’
social media channels : Facebook, Twitter, YouTube and Instagram and DestinationKors.com. Jet Set Go first debuted in the fall of 2013 as a 360° digital advertising
strategy designed to promote Michael Kors’ new line of sneakers and unified
with the hashtag #jetsetgo. The Spring 2013 sneaker collection was similarly
promoted via a digital-only campaign across multiple social platforms with the
premiere of a short film directed by filmmaker Poppy de Villeneuve.
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