four-dots projects
four-dots projects
May 03|Matador

Driving Product Launch Coverage for Matador

Delivering product launch PR wins is essential for Backbone’s clients, offering the opportunity to introduce products to the public, while also driving sales and increasing overall brand awareness. Coordinated launch strategies help maximize the impact of paid, earned and owned assets.

Matador SEG42 Product Launch PR Campaign

The Matador SEG42 Travel Pack is a unique product concept, combining the best features of a duffle bag, a backpack and packing cubes in a groundbreaking new layout.

The SEG42 represented one of Matador’s core product launches for 2020, so Backbone developed a comprehensive launch strategy to amplify the product and brand as a whole, maximizing short-lead launch opportunities and long-lead award opportunities.

COVID-19 Impact

While the SEG42’s launch was highly anticipated by media, the impacts of COVID-19 and the international pause on travel added roadblocks. Many writers and outlets were unable to produce travel-related content throughout the year, making coverage opportunities hard to come by.

To combat that, Backbone employed an aggressive pitching, seeding and communications strategy to highlight the product’s uniqueness and effectiveness. Backbone’s product launch PR campaign was able to secure high-quality coverage around the launch, while opening up a multitude of long-lead award and gift guide opportunities once travel coverage began to return.

Dedicated Short-lead Launch Coverage

The following short-lead coverage highlights were generated during the launch month despite major travel restrictions.

Gear Patrol
Long-lead Awards

The following long-lead awards were earned over the year.

Gear Patrol
Gear Partrol
Gear Patrol
The Voice
Gift Guides

The following gift guide placements were also generated throughout the year.

Gear Patrol (print)
Gear Patrol
Travel + Leisure
USA Today

Overall, the launch produced 39 placements for over 210 million impressions, with core placements and awards in AFAR, Backpacker, Carryology, Forbes, GearJunkie (4), Gear Patrol (10), HiConsumption, Insider, Outside, SNEWS, Travel + Leisure, USA Today and more.

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