GOAL To get publicity for three REI events: a soft opening, a grand opening and a camping cook-off challenge that were held within a few weeks of each other.

STRATEGY
Evaluate all three events to find unique angle or hook for each that would encourage repeat coverage.

Prepare and deliver targeted pitches to business, sports, and entertainment reporters as well as general assignment reporters at smaller local publications.

Create guest list of appropriate Boston-area influencers to attend the opening celebrations to increase chances of repeat coverage.

RESULTS
Pre-opening received coverage and a large business story highlighting the company’s partnership with Malden Mills; company CEO did interviews with broadcast and print media.

Grand-opening received coverage of store manager and staff donating bicycles to local boys and girls club.

Cook-off received full page spread in local newspaper with photos and recipes.