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Case Study: The Aloha Shirt

POSTED BY prbythebook ON March 1, 2017

About the Book

the aloha shirtIn 2016, we worked with Patagonia to launch an updated edition of The Aloha Shirt: Spirit of the Islands, a 240-page coffee-table book on the most enduring souvenir ever invented. A half-billion-dollar-a-year industry, the Aloha shirt holds its legacy as a palpable symbol of Hawaii’s “Aloha Spirit.” Written by second-generation Aloha shirt maker Dale Hope, the book is also a fascinating chronicle of the world’s love affair with Hawaii.

 

 

 

About the Campaign

We knew there would be several segments of media who would be interested in the history of the Hawaiian shirt: media covering fashion, men’s interests, travel, Hawaii, California, surfing. We pitched the book around the bigger story of Hawaiian shirts making a comeback in the fashion world.

Originally published in 2000, Patagonia added more photos and new material to the second edition, including an introduction by surfing legend Gerry Lopez and contributions from Patagonia founder Yvon Chouinard. Updated editions of books can be a tough sell to media—but this campaign was a great example of the success a book can have with a strong brand and a beautiful repackaging.

The Aloha Shirt received strong local and national media attention with coverage in magazines and newspapers in Hawaii and California, including Hawaii Business, Hawaii Home + Remodeling, Hawaii Life One, Hawaii News Now, Honolulu Star-Advertiser, Maui No Ka Oi, Metro HNL Modern Luxury Hawai’i, This Week Honolulu, Santa Barbara Magazine, and 7×7. We also had great results with surf media including Freesurf Magazine, GrindTV.com, Liquid Salt, Surfers Village, and Surfer Today and The Inertia.

The book was featured on several summer reading lists, fashion columns and travel sections nationally including The New York Times, The New York Post, San Francisco Chronicle, Seattle Times, Condé Nast Traveler and Man of the World Magazine.

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