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CRAGHOPPERS

Company description:

Founded in 1965, travel and outdoor brand Craghoppers places emphasis on developing outdoor and travel apparel both designed and engineered to protect customers, wherever they travel and whatever the climate. Today Craghoppers is one of the UK’s leading outdoor apparel brands and a growing success story overseas.

MCS has worked with Craghoppers since 2010 and launched its renowned world exclusive insect repellent travel clothing – NosiLife, to the UK’s trade and consumer press.

PR Brief:

MCS’ original brief was to launch Craghoppers’ new range of permanent insect repellent clothing and accessories to the market. At the time of the launch there had been little PR on the new range and MCS was brought in to focus on this world exclusive collection and launch it to the travel and lifestyle press, as well as maintain a presence in key outdoor titles with Craghoppers’ range of core outdoor clothing.

Over the two years MCS has worked with Craghoppers the PR brief has evolved in line with the brand’s innovations and clothing lines.

More recently Craghoppers has diversified into the broader lifestyle market and by forging relationships with journalist in the wider press (including national fashion and lifestyle) MCS has been instrumental in securing Craghoppers’ position in the lifestyle arena.

PR Objectives:

  • to launch the new Craghoppers NosiLife collection to the UK’s trade and consumer press
  • to generate brand awareness of the NosiLife range
  • to help generate increased sales
  • to educate and inform journalists about the new collection
  • to stimulate consumer demand
  • to build confidence and loyalty amongst press and consumers

 

Results:

In the past 2 years MCS has worked with Craghoppers we have achieved hundreds of pages of coverage in key outdoor consumer and trade, travel, lifestyle and national press, providing over 50 million opportunities for potential customers to see their product and nearly £2 million worth of advertising equivalent coverage. This has given the brand a great platform from which to showcase and promote their product and a tremendous return on their investment.