The Challenge
To build a portfolio of early coverage leading up to the launch of the industry-disrupting Old Town Sportsman BigWater ePDL+ 132 kayak, our team worked with top-tier media under embargo to ensure they had an in-depth education of the product and assets to drive excitement and buzz on their channels on launch day.
The Solution
Our team designed and executed a hyper-targeted launch plan centered around product education by:
- Executing a pre-launch media event for high level media.
- Hosting pre-launch virtual product education sessions with additional media.
- Carrying out an in-person media push at ICAST on launch day.
The Results
This campaign resulted in a historic product launch yielding a wealth of launch day coverage. The coverage volume from these efforts was sustained through the holiday season, culminating in Gear of the Year awards from Outside, GearJunkie, and Field & Stream.
The Service
We understand the importance of backing a new product launch with impactful editorial coverage at the beginning of a campaign to generate momentum. By combining our relationship-first approach with creative PR campaigns, we can maximize your brand’s exposure and garner valuable 3rd party validation through a targeted product launch campaign.