ExOfficio Underwear and The Naked Cowboy
How do you build energy behind a relatively conservative outdoor consumer apparel brand that wants to freshen up its image? Bring Time Square’s iconic Naked Cowboy to…um…perform during a major trade show.
Our promotion of ExOfficio and the Naked Cowboy earned cover-page coverage in the OR Show Daily magazine, plus several other mentions within the industry as well as a boisterous stream of traffic in ExOfficio’s booth during the trade show. Admittedly, this was short-lived publicity and pure buzz. But injecting the occasional flicker of excitement at just the right time contributes to a long-term public relations strategy by keeping the brand alive in the minds of its audience.
Yee Hah !!
Watch The Naked Cowboy do his thing here :
When the Shoe Fits - Maximum Exposure for Fila and Grant Hill
During Fila’s crest of popularity in the late 1990s, Fendler supported the launch of Fila’s Grant Hill shoe with a public relations program targeting national, regional, and local media to cover Grant Hill’s visit to Brigham City, Utah to present the winner of Fila’s “Hill in the House” sweepstakes.
We pitched the story to select national print and TV publications the exclusive opportunity to join Hill during his visit. For local and regional coverage, we created a photo opportunity by arranging for the mayor of Brigham City to present Grant Hill with the key to the city at the award ceremony and contacted all media outlets in the nearby Salt Lake City area.
NBC’s “The Inside Stuff” aired a segment. Sport Magazine shadowed Hill for the day and wrote a multi-page feature on Hill and the promotion. All major Salt Lake City radio, TV, and newspaper attended the ceremony, and it was covered on all of the Salt Lake City national affiliate evening news. We also earned coverage in the Salt Lake Tribune, several other local papers, and multiple radio stations.
