Whitby & Co is one of the UK’s leading and most respected wholesale distributors of international consumer hardware and outdoor brands. Our specialist outdoor PR team was asked to support the sales effort across a range of brands including Wenger, Geigerrig, Leatherman, Buck, Zippo and Princeton Tec.
We put media relations at the core of the campaign. Trade media, outdoor enthusiast magazines and national media were all targeted as part of the campaign. Bloggers and journalists were sent samples to review, products were offered to gift guides and outdoor personalities were asked to try new kit. Our outdoor PR team also supported the Whitby sales team at trade shows by arranging face-to-face briefings with key journalists.
We secured extensive print and digital trade press coverage, plus editorial in enthusiast magazines and national media. This generated hundreds of cuttings, 28 million opportunities to see and two major industry awards.