Fendler Helps SOREL Establish a Footprint in Europe
Fendler Communications developed and implemented a European marketing communications campaign to increase brand awareness in Europe for Sorel, then a little known cold weather footwear brand based in Canada. Sorel selected Fendler to handle this project based of the successful public relations work being done in North America.
Working with 11 distributors throughout Europe, Fendler created a customized communications strategy for each country/region to include advertising, public relations, sponsorships and promotions.
Fendler then interviewed, hired and managed European partners in France, Germany, and the UK. We also worked closely with Sorel’s European distributors in Stockholm and Moscow to spearhead media relations efforts in those markets. Budgets were created based on funds allocated for each country and Fendler set the brand standards to guide each region’s communication programs.
The driving force for the entire marketing program was public relations.
Fendler established and managed regional PR campaigns in Munich, Milan, Paris, Stockholm, Moscow and an aggressive media relations program was established that included developing story angles and pitching to media, conducting media events and tours and meeting with press at trade shows where Sorel exhibited.
Fendler also executed an annual photo shoot to support Sorel’s European advertising campaign and catalog production and created sponsorships with the Swiss Downhill Ski Team, Swedish ski resorts and five national championship dogsled teams. Fendler also developed a strategic alliance with the famed Ice Hotel in Kiruna, Sweden elevate the brand’s presence in Northern Europe.
As a result, Sorel became firmly entrenched in the European market and is now one of leading manufacturers of boots for men, women and children.
Europe Cozies up to PrimaLoft
PrimaLoft, a down alternative insulation/fill that is used in outdoor apparel, footwear, accessories, sleeping bags and luxury bedding, wanted to increase sales in the European market. Fendler Communications, which had been successfully handling the North American public relations for PrimaLoft, was retained to help raise trade brand awareness of PrimaLoft in Germany, France, Italy and UK.
Since PrimaLoft was new to the European marketplace, we wanted to educate manufacturers, designers and retailers about PrimaLoft and communicate PrimaLoft’s commitment to the European market.
Fendler quickly established and implemented a strong public relations and advertising plan in each country – focused on the outdoor, home and lifestyle markets.
Fendler worked closely with PrimaLoft’s European sales representatives and customers to promote PrimaLoft products in their respective countries and key messages were developed and woven into press releases and story angles for each country.
Fendler communicated directly with the media, meeting with them at trade shows such as ISPO, OutDoor, and Heimtextil, coordinating one on one meetings as well as press conferences on site.
As a result of the campaign, PrimaLoft received media coverage in all home, textiles and outdoor trade publications in Germany, France, Italy and UK and significant exposure in targeted outdoor specific, home and lifestyle consumer publications.
Since first launching in Europe, PrimaLoft has allocated more marketing recourses to this market. As a result, PrimaLoft has increased its business in the European outdoor and luxury bedding markets significantly.
