When Korkers, a niche fly fishing footwear brand, launched a winter traction boot line for the broader outdoor enthusiast market, they faced two daunting challenges: lack of name recognition and need to convey a completely new product concept.

Beyond the press release: our media outreach efforts included sending editors a link to a humorous video showing people slipping on ice (the problem), followed by animation demonstrating the product interchangeable traction feature. A 600 lb. block of ice set up as an ice ramp to demonstrate the traction features of the boots at a key trade show further impressed editors with an easy-to-grasp demonstration of this new product concept.

The result: lots of pre-show buzz and coverage in the preeminent trade media and briefings with every consumer publication key to success in the outdoor enthusiast market.