A trusted source for outdoor apparel, equipment and expert advice in China, L.L.Bean turned to Racepoint Group to raise the company’s profile throughout China.
The team’s approach initially focused on expanding brand awareness in Beijing with a media event at the L.L.Bean Solana store. We subsequently developed and executed a strategic communications program to engage print and online media from the lifestyle and travel fields. As a result, both targeted media and consumers gained a much greater appreciation of L.L.Bean’s brand strengths and its focus on seasonal product ranges.
Close interaction with the media resulted in widespread print and online coverage, including several major Chinese websites such as Sohu and Tencent.