Social and Influencer Buzz for FRoSTA
Corporate Communications
Fashion should know no barriers” – with this statement, Primark sponsored this year’s Diversity Ball. We were delighted to support this remarkable project from concept to execution.
With the Adaptive Wear Collection, Primark is sending a strong message for inclusion and fashion for everyone. The collection was developed to make everyday life easier for people with disabilities — featuring, among other things, magnetic zippers and side openings for access to medical tubes.
For the Austrian launch, Primark presented the collection on the main stage of the Diversity Ball at Vienna City Hall – styled and hosted by Fashion Editor Mio Paternoss. ikp was responsible for the complete organization and coordinated all media relations.
The result: enthusiastic feedback and extensive media coverage across print, online, and social media channels.
CLIENT
Primark
CASE
Spotlight on inclusive fashion at the Diversity Ball
PERIOD
2025
Services Strategy
- Concept development and organization in collaboration with the Diversity Ball team and Mio Paternoss as Primark representative
- Logistics and event management: organization and provision of all materials for the show and brand presentation, setup, on-site coordination, and dismantling
- Reporting and evaluation
Services Content
- On-site support at the Diversity Ball
- Creation and distribution of the press release
- Run sheet and fact sheet preparation
- Social media captions for Instagram, Facebook, and LinkedIn
Services Channels
- Media relations
- Invitation of journalists from relevant media outlets and on-site support
- Press distribution list management
Results
- Achieved unpaid media reach: so far 3.49 million
- High-impact presence at one of Austria’s most inclusive events – a perfect match between Primark’s message of inclusion and the Diversity Ball
- Enthusiastic feedback from guests and organizers
- Strong media response across print, online, and social media
- Positive brand perception through authentic commitment to diversity
