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ZMIROV_COMMUNICATION_THE_NORTH_FACE_LANCEMENT_VECTIV_TRAIL
ZMIROV_COMMUNICATION_THE_NORTH_FACE_LANCEMENT_VECTIV_TRAIL
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SPORT - FORM


Event• Influencer relations• Media relations

THE NORTH FACE – EXPERIENTIAL PRESS TRIP FOR VECTIV SHOES

CHALLENGE

LAUNCH OF THE NEW VECTIV TRAIL SHOE PR SUPPORT:

  • How to consolidate the links between the brand and the Mountain sports media?
  • How to trigger in depth pieces of coverage and spin-offs on the brand’s revival in footwear with an ultra innovative product launch?

ACTION PLAN

  • Organization of a day trip to Annecy for a selection of media and specialized influencers: OUTSIDE, JOLIE FOULÉE, LES ECHOS, SPORT ECO, L’ÉQUIPE
  • Morning trail experience with athletes to test the VECTIV + The North face Flight Series gear
  • Lunch on the shores of Lake Annecy
  • Discovery of the ultra-innovative ALL TRIANGLE lab in the afternoon with a meeting of the team, discovery of the testing areas, presentation of the VECTIV genesis and one-to-one interviews with the VP Global Footwear
  • Presence and management of all the journalists during the trip

RESULTS

  • 5 journalists and influencers attending
  • 4 interviews
  • 4 dedicated articles
  • 16 publications on social networks
  • Ad equivalence : 19 700€