BACKGROUND:
Aussie Dogs Sheepskin Footwear was launching its all-new 2012 product line. As part of the launch, DRIVEN was tasked with bolstering Aussie Dogs’ brand identity in an effort to reach new consumers.

ACTIVATION:
DRIVEN Public Relations developed a targeted PR program focused on a lifestyle pitch. To accomplish this, DRIVEN developed an all-new website (including sourcing new photography) and recommended participation at Outdoor Retailer, the largest outdoor activity-specific trade show in the U.S.

RESULTS:
DRIVEN Public Relations garnered major media attention with a print feature article in the Outdoor Retailer Show Daily, morning feature segments on 3 local Salt Lake City TV stations, numerous print stories in lifestyle and footwear magazines and a mention from EXTRA TV Host Mario Lopez in town covering the Sundance Film Festival.