Creating Media Buzz for Cuddly Canadian Baby Blankets
When web-based Admiral Road Designs decided to launch a U.S. web site to sell its polar fleece baby blankets, the company had to be careful with its marketing dollars. Bridge Global Strategies was hired to reach out to American consumers using media relations, but there was no advertising budget. Bridge distributed a news release in time for holiday gift buying, tying the company’s products to babies’ tendency to become attached to their blankets. Anyone could see why a baby would become attached to an Admiral Road blanket (which can be machine washed when dirty and is easily replaced if lost!). A psychologist was quoted in the news release about the reasons behind babies’ attachment to comfort items such as blankets. Bridge followed up by phone and some of the journalists were sent sample personalized blankets. Media coverage included several high-traffic web sites, an NBC top local market morning show and various print publications, but when InStyle and Redbook recommended the blankets as holiday gifts, the orders started pouring into the Canadian company. |
