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Designing a multilayered new product campaign

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.

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