Objectives: Neiman Marcus: month-long tour of appearances by Blahnik was planned. Challenge: how to expand the event, maximising revenue opportunity beyond the markets where Blahnik appears.

Manolo Blahnik: the body of work needed a US translation to create excitement amongst his core constituency — the fashion world, celebrities and socialites. Demographic Information: Style.com. Special access to designers and products, appreciates the unique, responds to an integrated approach to advertising. Strategy: To develop a way to commercialise Manolo Blahnik’s anniversary.

Tactic: Blahnik reproduced fifteen of his favorite shoes for a limited edition collection entitled, 'One of my Favorites.' These were sold exclusively through Style.com and select Neiman Marcus stores.