ABERCROMBIE & KENT

Shining a different spotlight on a global travel brand

Abercrombie & Kent founder Geoffrey Kent’s first book SAFARI: A Memoir of a Worldwide Travel Pioneer shares captivating stories of his Kenyan upbringing, entrepreneurial and pioneering spirit, and colorful dispatches from the planet’s most exotic spots. Using the book launch as a catalyst to shine a new spotlight on this global brand, LDPR was tasked to secure coverage in travel and business media underscoring Geoffrey Kent’s and A&K’s expertise and leading position as the world’s premier tour company.

Through a series of two media blitzes involving print, online and broadcast media, LDPR arranged a series of in-person interviews and maximized topical news events at the time, from President Obama’s visit to Kenya to the tragic killing of Cecil the Lion to find additional interview opportunities, particularly for Geoffrey to re-tell the story behind his safari motto, “Shoot with a Camera, Not with a Gun.”

Results

The exposure was both fast and extraordinarily effective, with over 65 placements in just the first month – resulting in SAFARI being #1 in the travel category on Amazon.com just 3 days after the official launch. Key placements included The New York Times, Associated Press, The Wall Street Journal, Condé Nast Traveler, AFAR, WORTH, Fortune.com, live interviews on CNN and CNBC, and more.