Client:Atlantic Luggage
Service: Public Relations
Background
In 2005, Atlantic Luggage pioneered a travel technology that is changing the way we travel. QuadWheel, an option on Atlantic’s current luggage collections, instantly converts a two-wheeled upright Pullman into a sturdy four-wheeled cart — all with a push of a button. The case’s ergonomic design eliminates travel-related strain on the back, neck and shoulders, and provides for maximum stability and uncompromising mobility. Not since the introduction of the wheel has an innovation such as QuadWheel done so much for business and leisure travel.
Strategy
To capitalize of this new industry technology and introduce QuadWheel to the consumer
market, Kröme initiated a public relations campaign centered on convenience and wellness benefits. One of the tactics Kröme used was to secure an endorsement from a leading chiropractic association that would recommend QuadWheel and allow Atlantic to use its logo on point-of-purchase materials. This was achieved with the World Chiropractic Alliance (WCA), a non-profit association affiliated with more than 60,000 chiropractors around the globe. The endorsement promoted QuadWheel throughout the Chiropractic community and provided travel and health writers with a very unique story angle.
Results
With a yearly public relations budget under $50,000, Kröme parlayed this investment into more than 2 million dollars worth of advertising exposure. QuadWheel created a consumer buzz as feature stories and photos of QuadWheel appeared in major newspapers and magazines to include USA Today, Real Simple, Redbook and Cargo.