Timberland

Situational Analysis

As a high-profile brand, Timberland needed a PR agency to help them with targeted sponsorship initiatives, community awareness events, and media relations. Timberland choose NKPR as its PR agency because of NKPR's dedication to their clients and results driven attitude. NKPR has worked with Timberland on a wide variety of PR initiatives.

Objectives

1. Provide public and media relations services that will allow Timberland to maximize its visibility in Canada
2. Conduct a proactive media relations campaign pre-, during and post all events to encourage quality coverage among target media
3. Conduct a proactive media relations campaign to promote Timberland product
4. Conduct a proactive media relations campaign to educate the media and the public about Timberland's corporate social responsibility platform
5. Announce Timberland Canada's sponsorship of the Trans Canada Trail
6. Leverage Timberland Canada's spokespeople with the media
7. Increase consumer awareness of the Timberland brand

NKPR increased the awareness of a number of Timberland initiatives, including Serv-a-palooza, Earthday, the Timberland Trans Canada Trail Sponsorship, and increasing awareness of the Timberland name and brand among the Canadian public and media. Through consistent contact with the media, a series of events and media alerts and personal contact with key journalists, NKPR was able to obtain and secure positive media coverage for Timberland Canada in such Canadian publications as the Globe and Mail and WISH Magazine.

Editorial Highlights

1. "These fall boots are totally street-chic". -Toronto Sun, Timberland's Darcy Boot
2. "The clothing producer helping outfit this country with a nationwide recreation trail". -Calgary Sun

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