BJL has been hired by Pennine Optical Group to devise and oversee the consumer PR launch campaign of its Ice-Watch Eyewear brand.

Starting immediately, the Manchester agency will implement a consumer PR programme including all press office activity, proactive media outreach, celebrity engagement and content creation, as well as developing plans for forthcoming social media activity.

The Ice-Watch Eyewear range

The Ice-Watch Eyewear range

Ice-Watch Eyewear, which comes in two models and 10 colours, is the latest product from the manufacturers behind the Ice-Watch.

Rebecca Hardy, group account director at BJL, said: “Ice-Watch has enjoyed an enduring status as a stylish and iconic brand in the UK for decades and we’re delighted to be involved in extending the brand’s success even further with what is set to be the next ‘must have’ fashion accessory.”

BJL, which recently opened an office in London, has completed other work for Isuzu, Swinton Insurance and Rustlers.

Peter Cowan, chairman of Pennine Optical Group, added: “At this crucial stage in our brand outreach activity it was vital to be able to work with an agency with a strong footprint in both Manchester and London, as well as a proven track record working with the fashion and lifestyle media – attributes that we felt BJL was able to demonstrate strongly.”