It’s not easy to attract the attention of the most jaded press of all: the fashion and lifestyle press. Magnum needed a good name and good idea. They came up with a legendary name, Karl Lagerfeld (arguably the biggest name in luxury today). He exclusively designed a hotel suite, entirely made of chocolate, including a chocolate sculpture of a luxuriously lounging guest. Master Chocolatier Patrick Roger made Karl’s extraordinary plans come true and the result was presented to the worldwide press pack in Paris on the 28th of April. Mo Ka invited 10 Belgian lifestyle and fashion journalists for an unforgettable one-day trip to Paris. Everyone who was on the Mo ka guest list were whisked off to Paris in a Magnum limousine and treated to a fruity, chocolate luxury breakfast on their way. Their drivers drove them to the hotel and picked them up when the event was finished. At the event itself, the journalists were given access to the chocolate suite and TV-crews were granted a quick fire interview with Karl Lagerfeld himself.
There was also an exclusive photo-op and a chance to meet master chocolatier Patrick Roger. On the limo-trip back to Brussels, everybody received an exotic sushi dinner. The day after the event, Mo Ka sent out an emailing to +/- 400 online and offline lifestyle-related media. The results were equally luxurious, with extended TV coverage, De Maandag Show & Sans Chichis and even the Flemish prime time news, and quality website and print media coverage.