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Case Study: Surf is Where You Find It by Gerry Lopez

POSTED BY prbythebook ON October 18, 2017

Length of campaign: October 2013- June 2014 (9 months)

Publisher: Patagonia Books

Top 5 Media Hits:

  •    KHON2 News (FOX)
  •    Honolulu Star
  •    Eastern Surf Magazine
  •    Haynes Publishing Group
  •    Santa Cruz Sentinel

Strategy:

  1. Developed a solid galley/finished copy media list and have those mailed with our press kit to surf/sport/outdoor media outlets, author Gerry Lopez is well-known surfer (appeared in 80s movie “North Shore”)
  2. Individualized pitching to regional print editors (focusing on Hawaii and Oregon coast), freelance travel writers, and surf/sport bloggers.
  3. Offered media a wide variety of types of coverage to include: excerpts, interview with Gerry Lopez, book review, feature story, giveaway, etc.

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