Thule

When Swedish outdoor company Thule looked to introduce its new line of outdoor camera bags, Automotive PR Netherlands looked for opportunities to reach out to media in this new territory. At the same time the bags were to be introduced, the city of Rotterdam was the host of a conference of over 200 influential international travel bloggers. The perfect group to relay the message of Thule’s entry into this market to the right target audience.

Automotive PR Netherlands arranged for Thule to sponsor the event, which offered not only visibility in all of the conference’s communication, but also an opportunity to introduce the brand to the group. All this through a display, one-on-one meetings in speed-dating style and the hosting of a panel discussion on active travel.

We furthermore conceived a competition for the bloggers to enter; with the possibility to win a new Thule camera bag. The entrants had to write a six-word travel story and share their story on Twitter with a ‘branded’ hashtag #thuleperspektiv. With 179 tweets and retweets this mini-competition generated 1.6 million opportunities-to-see.

All-in-all this campaign was the start of new relationships with a group of media – open to new co-operations – that would be important for the development of the Thule brand going forward.


apr global