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Unifi
Branding through Trade Initiatives
Client: Unifi, Inc.
Situation:
After more than 30 years in business, Unifi had gained a reputation within the textile industry as a producer of high-quality, commodity-oriented yarns. In order to compete effectively and profitably on a worldwide scale, the company needed to build value in the Unifi brand and create awareness for its portfolio of innovative products and services.
Challenge:
- Introduce editors around the world to Unifi and educate them on the company's investment in innovation.
- Support the company's production facilities in the U.S. and China by generating global coverage for new product initiatives.
- Establish Unifi as a "must have" resource for the media.
Execution:
- Media tours in New York and Europe.
- On-site media relations at international trade shows.
- Unveiling of new products and trends at press conferences in Paris, France.
First Year Results:
- 256 stories generated in the first year.
- More than 40 million gross media impressions.
- 10:1 ROI based on ad equivalency.