SERVICES:
- advertising
- online & social media
- media relations
- brand consulting
- events & promotions
- design
- social responsibility
OUR CLIENT WORK:
- Royal Robbins
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Royal Robbins: The Man
Situation:
Founded 3,000-feet up the face of Yosemite's El Capitan, Royal Robbins is a story worth telling. A story of a man, company founder, and adventurer who conquered some of the world's most intimidating and majestic ascents in the world and was inspired to create performance apparel that equipped other adventurers around the world to do the same. However, the brand was virtually unknown, and the company with its laser focus on producing quality performance products had lost touch with its heritage.
Founded 3,000-feet up the face of Yosemite's El Capitan, Royal Robbins is a story worth telling. A story of a man, company founder, and adventurer who conquered some of the world's most intimidating and majestic ascents in the world and was inspired to create performance apparel that equipped other adventurers around the world to do the same. However, the brand was virtually unknown, and the company with its laser focus on producing quality performance products had lost touch with its heritage.
CBC Solution:
Our research found that once consumers knew him as a man, they looked at the clothes differently and those who discovered the brand, loved its products. Cercone Brown embarked on an ambitious campaign, leveraging media relations and advertising to create the mythology around the brand and to tell the story of the man, Royal Robbins, letting that inform the story of the clothes.
Our research found that once consumers knew him as a man, they looked at the clothes differently and those who discovered the brand, loved its products. Cercone Brown embarked on an ambitious campaign, leveraging media relations and advertising to create the mythology around the brand and to tell the story of the man, Royal Robbins, letting that inform the story of the clothes.
Result:
Since the campaign's launch in 2004, Royal Robbins has gotten coverage in every outdoor publication under the sun and their sales have doubled.
Since the campaign's launch in 2004, Royal Robbins has gotten coverage in every outdoor publication under the sun and their sales have doubled.
