Over the past 12 years we’ve helped position PrimaLoft as a premium consumer brand of insulation used in sleeping bags, gloves, outerwear and winter sports apparel and fill used in luxury bedding. Our successful consumer-level public relations program for this business-to-business textile supplier highlights our creativity and broad capabilities to generate a long-term stream of meaningful news coverage emphasizing PrimaLoft’s strongest brand message–warmth and comfort.
Last year, for example, we created and directed PrimaLoft’s “Comfort Zone” survey to investigate consumer preferences about emotional and physical comfort to elicit a number of compelling stories. Our research uncovered several golden nuggets of information such as this: unlike men, women generally prefer curling up with a warm blanket in bed as opposed to a warm body.
With statistics in hand, we wrote three articles that included our surprising findings and pitched them to media contacts. The stories we presented had legs and were picked up by national wire services. To date, our PrimaLoft Comfort Zone program has resulted in 88 million print, online, and broadcast impressions. And we continue to develop additional stories from our initial survey to consistently reinforce the PrimaLoft-comfort connection in the minds of consumers.
