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Media Relations & Mountains

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Objective:

Change perception of low-price point indicating low quality.

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Strategy:

Based on the insight that our quality can be believed by experiencing it first-hand, focus on tent reviews.

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Execution:

Launch a multi-year, aggressive media relations and product sampling campaign targeting expert journalists who write for camping publications and websites across the board – from enthusiast to general population.

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5 years

of 10 million impressions or more

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