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.