Manchester, United Kingdom (PressExposure) July 15, 2011 -- Fuller bust lingerie wholesalers Curvy Kate are launching their first Australian Star in a Bra Modelling competition, scouring the country for a naturally curvy, D plus woman. The search, which launched in the UK in 2009, looks to give customers a true representation of how a bra fits and looks on a bigger bust. The winner will become the face and body of Curvy Kate Australia and be flown to the UK to take part in a marketing campaign with the brand.
Although the Australian average bust size is now above a D cup and the average dress size a 14, many brands still lack in choosing models that relate to these statistics. Going against the grain, Curvy Kate are championing Australia's shapely figures by searching for a D plus woman who is curvy, charismatic and confident with a fuller body and natural bust.
After the success of the UK search the brand decided to move the search to their second largest distribution area, Australia. Curvy Kate have teamed up with the social media agency, mycleveragency who ran the UK campaign earlier this year. Mycleveragency will design and launch the Australian search through the brand's Australian facebook site.
Mycleveragency have devised a Facebook application and social media strategy that enables entrants to upload their photos from within Facebook, with the public interacting through two voting stages. Curvy Kate's UK Facebook site saw an increase of 714% in its fan base over the competition period.
Rob McNair, Chief Strategic Officer of mycleveragency said, "We're delighted to help Curvy Kate leverage their already successful Star in a Bra model search again on the social web."
With over 2000 entrants in the UK in the first three years, Star in a Bra Australia looks set to see an even bigger response with the brand now being sold in over 150 stores nationwide. The brand have also secured coverage from Take5 Magazine, part of the ACP Media group, sponsorship from online lingerie retail Zodee and a modelling contract with top Australian modelling agency, Bella Managament.
Curvy Kate specialises in lingerie for the fuller bust from D to K cups with back sizes from 6 - 22". Bras retail from $79.95 to $89.95.