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Surgery Group were tasked to increase awareness and visibility of Birkenstock in the UK media.


When Prada showed slider sandals on their Spring 201catwalk, Surgery Group reacted quickly, identifying the slider as the trend style for the coming season. Surgery Group successfully positioned Birkenstocks as the must-have item and a sell-out style for that year and beyond. That same year, the brand also opened their first stand-along store in the heart of Covent Garden, with a launch attended by key press. Following two strong years of coverage and VIP placement, Surgery Group has assisted in the worldwide success of the brand and the sell out collections.


PR value rose to over £1.7 Million for 2014 and on to over 107 coverage clips for 2015 including VIP’s placement on Miranda Kerr, Mary-Kate Olsen, Alexa Chung and David Beckham. Surgery Group also successfully placed multiple stand-alone features and profiles in mainstream print.

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