Trade Show & PR Campaign
Nobody knew White Glacier, but there was no arguing that their suit was best--because we proved it! We set up a 900-gallon tank of ice water and had a model in a suit sitting in the tank the whole day while a second suit provided demonstrations to attendees and camera crews. Other suits could offer short-term protection. WIth White Glacier’s, you could truly endure the extreme. We developed the whole trade show campaign and combined it with a media launch campaign. We capitalized on the trade show to blast our success out to a much wider audience, highlighting our new product innovation in global media coverage. Inviting reporters to hop into an ice water tank sure proved to be a hit.