LAUNCHING A NEW BRAND IN THE UK
AGENCY: Radiator PR
The BrandCLIENT: Barts
Barts appointed Radiator to take the brand, a well establish brand amongst the skiing community, to a new wide spread and stylish audience. The 2011/2012 collection is more fashion forward than the previous ranges so this was the perfect opportunity to capture more fans and gain coverage in target style media.
The focus of the PR Campaign was to secure coverage in women’s and men’s style and lifestyle, children’s and parenting titles and a continued focus on men’s and women’s snow sport media. The aim was to cover all print, online and tv opportunities.
In order to secure these objectives, Radiator drew up a 6 month plan throughout the key winter sell in period. From August to January all of our key press were targeted to secure coverage and to gain awareness of the brand.
Looking through the collection, the key products were identified to be used to amplify the brand within the media. We utilised the strong press shots to create the view of the brand within the target media as well as backing these up with ongoing tactics to ensure surround sound media. The brand was also viewed by 80 key journalists at Radiator’s key seasonal press open days.
The campaign created over 30 pieces of coverage over the six month period including product placement in national newspapers such as The Daily Mail, The Sun and The Daily Express; as well as style titles such as Fabulous, Super Super and Stella. It’s reach also included snow titles such as In the Snow and Men’s Titles such as Nuts and Zoo.
Overall the Campaign had a total reach of 12,587,804 and an Estimated Editorial Value of