Gear created a colorful campaign to build strong national awareness for the Rowenta brand and its products in the absence of any new product introductions. We retained the services of UK-based Extreme Ironing Bureau to execute a carefully orchestrated two-week tour across eight US cities. The program culminated with a live Satellite Media Tour from Mount Rushmore featuring the Extreme Ironers as they conducted 50 interviews while hanging from a cliff and ironing, illustrating the product’s remarkable steam capability.
Generated over 100,000,000 media impressions
Coverage included Good Morning America, CBS Sunday Morning, ESPN, Inside Edition, Reuters International TV, NPR, New York Times and many more
Images from the tour were used to create calendars which were used for media outreach