Media Relations & Mountains
Objective:
Change perception of low-price point indicating low quality.
Strategy:
Based on the insight that our quality can be believed by experiencing it first-hand, focus on tent reviews.
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.
5 years
of 10 million impressions or more
