Advanced Project
Introduction
ARTILECT came to ECHOS with a big vision: to shake up technical performance apparel by offering a systems-based approach, developing new technologies and tapping cutting-edge ingredients that meet a bold mandate: significant advancements in both performance and sustainability. And we were launching a new brand, too. ARTILECT selected ECHOS to serve as the global PR agency, focusing on North America and serving as the virtual lead for other agencies in key global markets.
Approach
With under a year before the consumer launch, ECHOS crafted a GTM communication strategy including Culturelines, a print magazine and online counterpart that would communicate and build hype around ARTILECT’s values, plans and vision. Additionally, we implemented a massive seeding program for North America, sending custom boxes with baselayers, magazines and brand books to nearly 400 influential journalists and tastemakers, stoking the fires of a new launch in the brand’s most important global market. When ARTILECT’s first collection of base- and midlayers launched, excitement was high.
In ARTILECT’s first year – launching in the Fall – ECHOS placed over 100 unique stories which quickly established the brand among its competitors, supporting the sales team’s efforts in the field. The robust Culturelines content program continued, and we organized and executed multiple media experiences – including the SUNRISE / SUNSET Series of in Denver – and pitched and secured multiple product awards in publications including the Outside Buyer’s Guide, Backcountry Magazine, Outside Business Journal, Elevation Outdoors, GearLab, and Believe in the Run. We delivered relentless press coverage, moving through product stories, brand stories, and beating the drum of ARTILECT’s zero-PFAS policy from day one.
