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ONGOING PUBLIC RELATIONS AND
IMAGE ENHANCEMENT
FOR AMERICO, INC.
click here to see AmeriCo Group placements
Objectives
- Generate awareness and excitement for AmeriCo’s Pepsi and Mountain Dew Fall 2002 lines;
- Develop a strategic trade launch event that reflects the personalities and offerings of the new AmeriCo lines and secures trade media participation;
- Create awareness of the Pepsi and Mountain Dew lines in key local regions with strong retail presence.
Strategies
- Used a targeted trade media outreach as a tool to affect buyer’s perceptions and expectations about the Fall 2002 AmeriCo Pepsi and Mountain Dew branded lines, as well as AmeriCo’s marketing support plans;
- Created and executed an informative trade press conference to generate effective publicity about the Fall 2002 AmeriCo Pepsi and Mountain Dew branded lines;
- Capitalized on strong retail presence in key local areas to generate consumer-focused PR opportunities;
- Focused on the unique aspect of a soda company getting into the apparel industry to generate local media interest.
Tactics
- Oversaw the planning and execution of a trade press breakfast to unveil the Fall 2002 Pepsi and Mountain Dew branded lines. The breakfast took place during Market Week in January 2002;
- Liaised with all trade media to secure interviews and appointments at the largest apparel industry trade show, MAGIC, in February 2002;
- Created specific newsworthy story angles about different aspects of the AmeriCo Fall 2002 line to generate advance news stories that appealed to a broad range of potential buyers;
- Targeted three key retail markets (New York, Los Angeles and San Francisco) to pitch the new apparel lines to fashion editors;
- Worked with local retailers, highlighted by Mervyn’s (Mountain Dew) and Wal-Mart (Pepsi) to develop cross-marketing opportunities to promote the Pepsi and Mountain Dew apparel line’s presence in the stores.
Results
- Secured feature story coverage of the clothing lines in major daily newspapers in all three target retail markets, including: New York Daily News, San Francisco Chronicle, Orange County Register, Torrance Daily Breeze and the Bergen Record.
- Trade feature coverage including: Brandweek, Sportswear International, MR, License, Licensing Book, Retail Ad World, etc.
- WB Morning News did a four minute Pepsi/Mountain Dew fashion show.
- Total impressions for the limited outreach was 8,052,702.
click here to see AmeriCo Group placements
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