Challenge: Sierra Designs needed an agency to develop a full-service communications platform for its high-performance tents, sleeping bags, and technical outdoor clothing. The brand was also looking for a unique way to illustrate and create some noise about the company’s long standing brand heritage at its bi-annual industry tradeshow.
Process: Through concept development, advertising, tradeshow relations, dealer sales materials, community/athlete sponsorship events and an extensive PR program, Scream Agency helped the brand build loyalty and a new buzz. For the tradeshow portion of the project, Scream Agency came up with the idea to create 15 handcrafted, four-foot tall trail signs displaying brand heritage words such as “THE REAL DEAL”, “HAPPY TRAILS”, and “TAKE A HIKE” to be placed throughout the tradeshow floor. Additionally, the agency sought out an authentic auctioneer to “yodel” off the signs during the tradeshow to raise money for several different outdoor charities.
Results: The brand has received national, regional, and local coverage in hundreds of publications and on broadcast airways such as The Today Show, Backpacker, Outside, National Geographic Adventure, GearTrends, and many more.
The 45-minute live auction raised over $4,000 to benefit the various charities to help their missions and visions of getting people outdoors in a clean and safe environment. Scream Agency got the auction and unique trail signs written up in various industry publications including the Outdoor Industry Show Daily, OIA newsletter, SNEWS, Sportsonenewsource.com, and more.