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Case Study: Barricade

September 4, 2024

Kristen Quinn

PRIORITIZING POSITIVE PRESS FOR A GLOBAL JEEP EVENT

BACKGROUND

Barricade, an aftermarket Jeep Wrangler parts provider, has sponsored Go Topless Day for the past 17 years. Club events are held globally every May that bring together thousands of Jeep enthusiasts to celebrate summer and raise money for local charities by taking off their Jeep tops. 460-plus events were held worldwide with more than 66,000 Jeeps and participants celebrating summer by taking their Jeep tops off while also raising money to support local charities. To date more than $687,000 has been raised for nonprofits across the country and world. 

Unfortunately, there is one event that has tarnished the event’s fun spirit and charitable nature, and it happens annually in Galveston, Texas on Crystal Beach. This event typically makes local and even global headlines as it’s out of control and there are typically many arrests. It’s described as family-friendly, but sadly, it’s the exact opposite. Barricade does not condone or participate in this event, nor does Go Topless Day have any affiliation. 

CLIENT OBJECTIVE

Barricade contacted Paige PR to take proactive steps in securing positive media coverage related to its event, while eliminating its association from national, Houston-area and Texas-based media outlets covering Galveston’s event. 

PROGRAM DEVELOPMENT 

Paige PR developed a two-phased strategic plan.  

Phase One:  

  • Identify key markets to pitch local and community positive stories about Jeep clubs holding Go Topless Day events and the charities they are raising money for
  • Research all previously published negative media articles to request retractions or edits to help disassociate Barricade and Go Topless Day from the Galveston event
  • Educate Texas-based journalists, news desks and editors that the Galveston event is not a Barricade Go Topless Day official event to avoid any association with negative press generated from the 2024 event

Phase Two: 

  • Pitch press release to highlight global event
  • Issue media advisories to educate media on local events, provide logistics for news crews to cover story
  • Coordinate local interviews, providing key messages, media interview tips and recommendations

HOW DID PAIGE PR HELP?


Download our case study PDF to see the amazing results.