Introducing Ralph Lauren to the outdoor industry with a soup-to-nuts media-relations program
RLX Ralph Lauren, Ralph Lauren’s high performance apparel brand, retained Fendler Communications to help reinforce brand authenticity in the outdoor, snow sports, cycling and athletic markets and to increase positive awareness of the brand. Considering Ralph Lauren’s tremendous reputation as an authentic fashion brand, our goal was to ensure RLX earned credibility as technical, outdoor brand.
Fendler helped drive the RLX message via media relations, pro-actively reaching out to a broad spectrum of media–from sports to general interest and fashion media. We researched editorial calendars, created media opportunity, discussed and developed story ideas, and handled media requests.
Fendler arranged for RLX to participate in several “editors-on-snow” events where media could experience RLX ski, snowboard, and outdoor apparel in action. We also developed a wear-test program targeting core sport-specific media and freelance journalists.
With the launch of RLX’s spring and fall collections, Fendler executed media events at the RLX Ralph Lauren show room in New York City and conducted though media tours, media relations and trade show events. We also planned and executed all trade show media-relations efforts–including pitching product stories and scheduling and conducting media appointments–at the Outdoor Retailer, SIA (Ski Industry Association) and Interbike trade shows.
In one year, we helped drive 209,128,621 total print, online and broadcast impressions for RLX Ralph Lauren. The brand received coverage in all major sports specific and fitness publications, as well as columns in numerous general interest and fashion media outlets.
THULE LOAD & GO™ Product Launch
Thule, the world leader is sports utility transportation most known for its sports racks used on the car, developed a new line of cargo management solutions for inside of the car called Thule Load & Go™. Thule wanted to make sure that both retailers and consumers understood the value in this new product line.
To generate awareness of this new product line, Fendler Communications recommended a media relations campaign aimed at placing Load & Go products in the hands of highly influential journalists and informing them of the value of organizing the inside of the vehicle as well as the Thule roof-top box.
Fendler executed a New York media tour, holding desk side visits with the media in their offices to present the Load & Go line and leave a test sample behind. The firm also launched a seeding program that delivered Load & Go samples to prominent trade and consumer editors based outside the New York metro area. Travel-related feature highlighting the benefits of Thule Load & Go were written and distributed through PR Newswire’s feature package service.
Over the two days of the New York media tour, Fendler staffers met with dozens of journalists from women’s, parenting and general interest publications exposing the Thule brand to an audience beyond the traditional outdoor enthusiast. The seeding program resulted in great feedback from freelance journalists. As a result of this plan, Load & Go received positive coverage in publications representing represented more than 8 million impressions.
