High Caliber Coverage in Highly Sought Media
High Sierra has long been dedicated to outfitting adventurers with its feature-rich backpacks, hydration packs and ski bags. While the brand was well known among outdoor enthusiasts, High Sierra struggled to gain recognition from more casual use consumers.
High Sierra tapped Hollywood Agency to connect consumers with its first lifestyle line: the Olmsted collection. This collection bridges the gap between the work week and the weekend. Steering away from technical and more toward practical, the new line features on-trend patterns and was designed to resonate with a female audience.
Hollywood devised a strategy to present the brand to moms, fitness aficionados and everyday stylistas. Abandoning messaging centered around hiking and adventure, the team emphasized the practicality, style and occasion of use. Media relations were ignited with a product mailer prompting a deskside meeting. Editors representing 10 consumer/lifestyle publications were shown the line and ideas were seeded on how to incorporate Olmsted into trend, travel and fitness stories.
The results more than met High Sierra’s expectations with coverage in women’s lifestyle outlets including Real Simple, SHAPE online and POPSUGAR.