Edelman appointed as VIVAIA's PR agency of record

Eco-friendly footwear brand VIVAIA has appointed Edelman as its PR agency of record.

The strategic partnership coincides with the launch of a pop-up store in Melbourne Central in August 2024, ahead of the opening of the brand's first flagship store in Sydney at the end of the year.

Edelman will work to amplify VIVAIA’s message of comfort, eco-friendly materials, and timeless design to audiences across the country as the agency continues to build its existing base of fashion and lifestyle clients in Australia.

The launch will be supported through a communications strategy involving earned media and influencer marketing.

In the months leading up to the Sydney store opening, Edelman will also leverage its network, working to build brand awareness among Australian media and consumers to establish VIVAIA’s presence in the market.

"We’re thrilled to have been entrusted by VIVAIA to support them at this important moment in their journey," Preya McMahon, Edelman Australia’s head of brand, said.

"Through the breadth of our consumer offering across strategy, creative, media relations, talent and storytelling, we’re excited to champion VIVAIA’s eco-friendly shoes in Australia," she added.

Earlier this year, the 2024 Edelman Trust Barometer found that Australians' level of trust has risen to 52%, up from 48% last year.

It found that Australians are still sceptical of NGOs, businesses, government, and media, despite slightly improving from ‘distrust’ to a ‘neutral’ position over the last year.

71% of respondents found scientists trustworthy when it came to telling the truth about new innovations and technologies. However, scientists were just outranked by peers or “someone like me” at 73%.

Unlike Australia and the rest of the world, in the wider APAC region, most people trust important institutions and embrace new and emerging technologies.

 See also: Australians remain sceptical of businesses and media: Edelman Trust Barometer