Trade Relations
Trade Relations
From micro to celebrity, we’ll identify the right audience of on-brand influencers and activate the power of word-of-mouth marketing and compelling content to bring your brand to life.
| All Work | Media Relations | Influencer Engagement | Events & Activations | Product Launches | Brand Building | Trade Relations |
Kid Trax Toy Fair
We Made Sure the First Impression Was A Strong, Lasting One
Challenge
Pacific Cycle, the parent company of iconic brands such as Schwinn, Mongoose and Kid Trax, was attending one of the largest industry trades shows – Toy Fair – as a first-time exhibitor. They challenged us to break through the noise of this massive event and highlight the company’s 2020 product portfolio with toy and related trades, industry experts, and consumer media.
Approach
To prepare Pacific Cycle representatives – including C-suite, sales, and marketing – and make sure we were all using the same playbook, we developed an extensive communications tool kit. To drum up buzz and generate pre-show coverage, we secured several exclusive media reveals to unveil never-before-seen products before their public debut at Toy Fair. To amplify awareness for Pacific Cycle’s onsite presence, we booked consumer, trade, and influencer appointments, providing the opportunity for the brand to meet with industry tastemakers, showcase new products, and build and deepen existing relationships.
Results
Our efforts generated more than 120 million impressions, increasing awareness for the company and garnering excitement for its 2020 product lineup. In addition to a happy client, results included three preshow reveals with top-tier media outlets (CNET, Romper and Red Tricycle) and 64 in-person meetings with media, influencers, and trade outlets. Widespread press coverage hit before, during and after the show with key products highlighted on broadcast shows such as Fox & Friends and Live! With Kelly & Ryan.
National Geographic
Generated Awareness of Brand Relaunch Among Licensing Community
Challenge
National Geographic Partners, a joint venture between 21st Century Fox and the National Geographic Society, was looking to announce its new and revitalized global licensing business. LPR was tasked with generating awareness on how the organization was leveraging its media and commercial properties to reinvent its powerful brand and transform its storytelling into experiences, products, and content to empower explorers of all ages.
Approach
Leveraging the two most important licensing events of the year – Licensing Expo and Brand Licensing Europe – we executed a strategic communications plan that generated top tier trade coverage to get the industry and potential partners talking around the world. We secured valuable onsite interviews between licensing influencers and National Geographic executives, as well as coverage in all key trade outlets during both shows. Executives were included in both industry wrap-ups and stand-alone editorial.
Results
With nearly ten million total media impressions resulting from PR activity surrounding Licensing Expo and Brand Licensing Europe, the kickoff of National Geographic Partners’ global licensing business was the talk of the industry.