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GOLITE

Company Description:

GoLite pioneered the development of lightweight outdoor equipment and apparel.  It set the benchmark for performance equipment that contains all the features that you need and none that you don’t!  It is also renowned for its environmentally friendly policies all the way through the supply chain and with the use of recycled and recyclable materials.

The Colorado based brand was initially launched in 1998 from a desire by the founders to create lightweight outdoor gear, while maintaining all of the essential technical elements required for hiking and backpacking adventures.  Initially the brand was launched with a small collection of backpacks, GoLite now produces a diverse product range for use in the outdoor sports market including hiking, camping, running, cycling, skiing and keep fit.

PR Brief:

Although GoLite already had a small presence within the European market, the owners wanted to achieve dynamic growth by increasing brand identity and product awareness in the trade and with consumers.

MCS were challenged with a pan-European PR brief for GoLite focusing on specialist outdoor and sports media as well as seizing any appropriate national press features. As GoLite continued to expand its product offering and develop new ranges such as the Adventure Travel collection, MCS’s brief has developed to include a broader selection of markets and media outlets.

PR Objectives:

• to generate brand awareness for GoLite in the trade and consumer press within the UK and Europe

• to position GoLite as the brand of choice for outdoor enthusiasts

• to help generate increased sales

• to strengthen relationships with key trade and consumer media

• to educate and inform journalists of the full GoLite product range

• to stimulate consumer demand for GoLite products

• to build confidence and loyalty amongst press and consumers

Results:

MCS represented GoLite between 2008 and 2011 and has created in excess of 250 pages of coverage in specialist and national publications that generated over 15 million opportunities to see!