To mark the launch of Debenhams’ Autumn 07 ad campaign which reflected the nation’s iconic club culture, Red was asked to launch an exclusive, celebrity-led club that would spark media interest and sum up the spirit of the campaign.

The SAS ‘Separated and Successful’ club was set up in the style of the ‘first-wives club’, to celebrate the stylish and successful women who have survived a divorce to go from strength to strength, and included Colleen Nolan, Trisha Goddard, journalist Bel Mooney and Divorce Coach Kirsten Gronning.

The women offered exclusive interviews to key national and regional newspapers and their pictures were circulated to all media resulting in a series of double page spreads in the Daily Mail, Daily Mirror and Daily Record, both on and offline.

The story also resonated with women's websites, helping drive traffic to the Debenhams website.