After an illustrious 27-year run at the NEC Birmingham, The Clothes Show, owned by the UK-based global company Haymarket Media Group, made a bold move to Liverpool. The iconic fashion event was rebranded as the British Style Collective presented by The Clothes Show, evolving into an immersive and interactive three-day city-wide festival. This innovative festival, spanning across iconic venues in Liverpool, celebrated fashion, arts, and culture on an unprecedented scale in Europe.
Supported wholeheartedly by Liverpool City Council, the British Style Collective cemented its place in the UK's summer festival calendar, intertwining fashion, beauty, music, wellbeing, fitness, health, and creative arts education into a dynamic cultural experience.
As this transformation unfolded, there was no doubt about the content agency equipped to convey the excitement and capture the essence of this metamorphosis: JAM Creative.
For nearly half a decade, JAM had exclusively provided marketing collateral for The Clothes Show, consistently delivering live event coverage, TV adverts, social media campaigns, photography, graphic design, and even curating a comprehensive YouTube channel, updated daily.
With this background, JAM Creative was primed to contribute to the build-up of British Style Collective. Their role began with generating pre-festival buzz through digital campaign content, TV commercials, captivating photoshoots, and compelling collaborations with social media influencers. In parallel, they collaborated with the main fashion show producers to craft screen content for catwalk shows and innovative interactive displays aimed at enhancing the visitor experience.
As the festival kicked off, JAM Creative's involvement intensified, with a continuous stream of edits being delivered to the promotional and ticket sales teams.
The objective was to effectively convey the scale and success of the three-day summer event happening across several locations simultaneously. Unlike the previous NEC setup, the festival in Liverpool took place across iconic city sites, including Liverpool Cathedral, St George’s Hall, and Camp & Furnace in the vibrant Baltic Triangle.
This endeavour demanded meticulous planning, impeccable execution, and seamless communication between JAM's production team, the organisers, and the diverse team of videographers, photographers, drone pilots, and more working on the ground to capture every vibrant moment. In addition, a full TV studio set up was erected to capture the visiting celebrities as they were interviewed in the British Style Collective diary room.
The British Style Collective festival marked a resounding triumph, and in its aftermath, JAM Creative continued to deliver a treasure trove of content for both B2C promotional purposes and B2B sponsorship and sales partners.