The Situation
Best known in the outdoor market, PrimaLoft®– The Down Alternative™, wanted to reach a broader general consumer audience for its new luxury bedding and outdoor product offerings.
What We Did
Fendler Communications plunged straight to the heart of the lifestyle and consumer publications industry—New York. Fendler envisioned a media event to effectively tell the PrimaLoft story to a new media audience—editors and writers who were not particularly familiar with PrimaLoft’s strong outdoors and luxury bedding heritage.
Fendler accomplished this by printing and mailing “passport” invitations to key media to “Experience the World of PrimaLoft” at a prominent, conveniently located Manhattan hotel suite with a lovely outdoor terrace. Fendler transformed the hotel suite to look like a cozy winter lodge. Sleeping bags made with PrimaLoft and mannequins sporting the latest PrimaLoft outerwear were displayed along with new PrimaLoft luxury bedding. The outdoor-indoor motif set the stage for media to visualize and fully understand the environments in which PrimaLoft is used.
The Results
A broad range of high-profile media attended the event which resulted in significant coverage and 11,417,180 consumer impressions.
Based on this success, Fendler continues to hold media events with unique themes for PrimaLoft each year.
Discover the World of PrimaLoft
