Winner: RockOrange—Cotton's 24 Hour Runway Show Sets Guinness World Record
At the beginning of 2014, Cotton Incorporated challenged RockOrange to help elevate its signature program, Cotton’s 24-hour Runway Show. The show, a celebration of fashion presented by Cotton Incorporated in partnership with PEOPLE magazine, was held on Miami Beach’s iconic Ocean Drive.
Now in its third year, the program has been a local activation success story, but had not gained any meaningful local, regional or national media attention. The first editions of the show had little conversation around them and even less awareness in the media and in the world of fashion. RockOrange developed a 360-degree plan complete with influencers, celebrity pre-activation engagement and media relations, and even set a Guinness Book of World Records record for the world’s longest fashion show. The team reached the U.S. Hispanic demographic, something the show had not done before. RockOrange secured coverage on the number 1 Hispanic network, Univision, while also securing coverage on Telemundo, Hola TV, E! News Latin America and EFE.
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