The strength of a brand is that once established, the brand name, logo or slogan alone triggers associations and images in our minds. But what if the brand evolves? When it uses its know-how and creativity to move into new areas of business? Areas that at first glance don’t seem to match the images the brand has stood for so far? For PR, this means: always going one better, riding the wave.
This was the challenge Garmin faced a few years ago when the pioneer of GPS-based navigation systems expanded its portfolio to include premium wearables. Garmin doesn’t just help people fly planes, steer ships, navigate to their destinations in cars, or assist professional athletes anymore. Garmin now also helps people achieve an active, healthier lifestyle with the goal of bettering themselves a little more every day. With the challenge #BeatYesterday, it particularly targets recreational and professional athletes alike, who like to run, bike and train to stay fit. With its smart products, it supports them through their everyday lives, at work, and in their leisure time. And aside from that, their products also just look good.
We have been accompanying Garmin in its transformation from a GPS specialist provider to a globally sought-after lifestyle brand in Germany, Austria and Switzerland since 2015. And we’ve been doing it with a feel for current and future trends, with creativity, and with perseverance. Our motto is that transformations are like running a marathon: the only way to get to the finish line is by putting one foot in front of the other. And our mental armor for the long haul: storytelling. Storytelling that is tailored to the special features of each product, the needs of different media, and the desires of consumers. Equipped in this way, we continue planning the media launches of newer, ever better products. We focus on classic PR and media relations as well as (digital) events, product tests, trade fairs, media and brand cooperations, influencer relations, interview placements as well as editorial tours and come up with creative concepts and format design.
The clear and primary focus for our team of nine throughout every step and process is effectiveness. And it’s been successful. In 2020 alone, there were thousands of different press releases mentioning Garmin. In terms of product tests, a Garmin product is reviewed by a media outlet almost every single day. We also put Garmin on the social media map by cooperating with over 100 influencers. We’re not just proud of the numbers, but especially of the results of our work that are now visible: Garmin’s transformation into a lifestyle brand has taken hold.