Client: Chatham

Made in Britain BYU Launch

How we launched Chatham’s new Made in Britain BYU collection for SS18

The Challenge

To officially launch Chatham’s new Made in Britain BYU collection for SS18, we targeted key local consumer and national marine press, inviting them to Chatham’s Exeter HQ to experience the hand-made BYU manufacturing process for themselves, with the opportunity to meet and interview key staff. In public relations, launching a new product is a pretty exciting event so we couldn't wait to see the results.

Thank you once again for inviting us down. The event was so interesting, especially on the textiles front. Loved it! We can’t wait to try out the new shoes and will write a full feature upon receipt of the finished shoes.

Motorboat Owner

The Solution

  • The new collection was launched to the trade media at MODA in August 2017
  • A preview of the collection was teased to marine media at METSTRADE in November 2018
  • Hosting a press event at Chatham HQ in Exeter for journalists to see the Made in Britain factory, meet the Chatham team and experience the new collection
  • Each press attending the event received a bespoke pair of BYU decks along with a Chatham goodie bag
  • Desk visits to London lifestyle and consumer press – taking Chatham’s BYU shoes directly to the fashion influencers at key consumer titles
  • Consumer news release, journalist liaison and pitching the new collection, seeding samples to the press and influencers to create a buzz about the launch.

The Results

  • 7x press attending the event – from local, marine and lifestyle consumer media, including:
    • Devon Life
    • Manor magazine
    • Express & Echo
    • Boating Business
    • Practical Boat Owner
  • 10x features secured as a result of the event:
    • Exeter Living shopping feature
    • Motorboat Owner article about BYU and the factory
    • Sailing Today feature on BYU and the MIB factory
    • Practical Boat Owner feature on BYU and the MIB factory
    • Boating Business article on the new collection – in print and online
    • Express & Echo article featuring Chatham and BYU
    • West Magazine article featuring Chatham and BYU
    • Devon Life about BYU and local manufacturing
    • Coast Magazine – interview
  • More than 300,000 = Potential audience reach (of the above features)

 

At ADPR, we love to be involved in product launches. If you think we can help you out with the public relations for launching a new product, feel free to get in touch.

 

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