Berghaus

Berghaus is the UK's leading outdoor brand and generally enjoys a high profile in the outdoor media. Established in 1966 in Newcastle, the brand is now embarking on a sustained and ambitious international growth strategy, that it is hoped will see it grow into one of the top five outdoor brands in the world.

Objectives

Our objectives are, alongside national consumer PR activity, to raise the business profile of Berghaus in outdoor trade and general business press; to position Berghaus as the leading outdoor business in the UK and an ambitious, confident and expanding organisation; to raise the international profile of Berghaus and highlight global developments in the business and to position managing director Richard Cotter as a voice of authority and opinion leader in the outdoor industry.

Approach

Press Ahead developed and continues to deliver a proactive programme of business PR support for Berghaus, incorporating: a schedule of press releases to highlight key business stories (new distribution agreements, store openings, appointments etc); the placement of profiles/interviews with managing director Richard Cotter and collaboration with Berghaus parent company Pentland to ensure correct Berghaus messages included in corporate PR activity.

Key to the approach is connecting Berghaus to the outdoor trade press. This has been achieved through a combination of telephone calls (on and off the record), regular correspondence, one to one meetings and bespoke media events. Richard Cotter has made himself available for several interviews and profile pieces and there has been a regular flow of business related Berghaus stories.

Results

The result has been sustained, wide ranging business focused coverage in target media. Wide ranging coverage has been generated in outdoor consumer titles, such as Trail, Country Walking, TGO, Adventure Travel, Outdoor Enthusiast, Outdoorsmagic.com, Climber and Climb.

The profile of Berghaus has also been raised in the mainstream business press, with articles and features appearing in a wide range of titles, including The Sunday Times, The Sunday Telegraph, The Times, The Scotsman, The Evening Standard, Dow Jones and The Financial Times. Most recently, a significant article about Berghaus' plans for China was placed in The Financial Times and was run in both the UK and all international editions.

UK business coverage has been augmented by articles in the business media based in individual markets around the world. Press Ahead has co-ordinated the distribution of all PR material relating to international market developments, including changes to distribution arrangements in Germany, Scandinavia, Poland and Spain, the launch of Berghaus into Japan during 2007, the announcement of new arrangements in South Korea in 2008 and more recent developments in China.

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