The Situation
Thule, the world leader in sports racks and roof-top boxes for automobiles, developed a new line of cargo management solutions for inside the car called Thule Load & Go™. Thule needed to educate media and consumers about an entirely new type of product offering from the company.
What We Did
Fendler Communications created a media relations campaign aimed at placing Load & Go products in the hands of highly influential journalists and educated them on how to organize the inside of a vehicle using the new Thule Load & Go.
Fendler executed a New York media tour. At “desk-side visits,” we presented the Load & Go line to key media in the comfort of their own offices and hand-delivered them product test samples. Fendler then launched a seeding program that delivered Load & Go samples to prominent trade and consumer editors nationwide. We also wrote a travel-related feature highlighting the benefits of Thule Load & Go and distributed the piece through PR Newswire’s feature package service.
The Results
On the two-day media tour in New York, Fendler staff met with 24 editors from women’s, parenting and general interest publications exposing the Thule brand to an audience well beyond the traditional outdoor enthusiast. The seeding program generated fantastic feedback from freelance journalists. As a result, Load & Go earned widespread, positive coverage and more than eight million impressions.
Thule Load & Go™ Product Launch
