SITUATION: PrimaLoft, a respected leader in synthetic insulation, initiated a brand relaunch that not only included a visual refresh, but also, a complete renaming of its technology offerings and a change in the way it referenced its technology benefits and how it talked to its brand partners and consumers.

TACTICS: CGPR worked with senior management, the product team, and sales leaders to develop an entire communications plan for trade, media and consumers. CGPR executed targeted media relations and messaging for relevant audiences, organized onsite media meetings with trades in Boulder and in Santa Fe, and hosted media showrooms in NYC, in addition to developing detailed strategy for raising its visibility at Outdoor Retailer, PrimaLoft’s most important U.S. trade show.

RESULTS: With the resulting raised visibility driven by media coverage and key events with influencers, decision makers, media and consumers, there is greater overall awareness not only of the PrimaLoft brand, but also, the insulation category, in general. In addition, PrimaLoft saw expanded brand partner adoptions and media covered the category in a more effective way for consumer understanding. Today, PrimaLoft is regarded as the industry reference point, asked frequently to comment on trends, and to appear at respected events and panels.