Newbridge Silverware - Marilyn Monroe’s Dress

Newbridge Silverware - Marilyn Monroe’s Dress


Announce the arrival of the most iconic Marilyn Monroe garment of all time to the Newbridge Silverware Museum of Style Icons (MOSI) for one week only. Generate mass awareness and drive footfall to the museum.

What we did

Firstly, in order to reach long lead publications, we issued a press release announcing the arrival of the dress 6 weeks in advance. We secured a high profile interview with the Sunday Independent Life Magazine and Martin Nolan of auctioneers to the stars, Julien’s Auctions who brought the garment to MOSI. The article appeared a week prior to the dress being installed in the museum.

To increase interest around the arrival of the dress and remind the public of the display, we hosted a media day in The Westbury hotel in Dublin city centre, the day before the exhibition of the dress in MOSI commenced. Key journalists were treated to a private viewing of the world famous dress worn by Marilyn when she sang Happy Birthday to President John F. Kennedy in 1962 and a one to one interview with Martin Nolan, Executive Director at Julien's Auctions.


  • A total of 42 pieces of media coverage between September and October 2016
  • 5 x national broadcast interviews with Martin Nolan including Today FM and Xposé
  • Tickets for Museum of Style Icons tour sold out in advance
  • Huge footfall to MOSI during display of dress