Loader GIF

Work

Previous Next

Strut delivers media hat trick for Tilley Endurables

Tilley Endurables is a beloved brand and a true Canadian business success story. Tilley Hats are legendary in the travel world (think the Rolls-Royce of hats) and well-known for their ultra-devoted fanbase of globetrotters. For years, Tilley Endurables has received snapshots of people wearing their Tilley Hats in front of the welcome sign to the small hamlet of Tilley, Alberta. The company decided it was time to do something fun with the community that shares its name in honour of the Canadian spirit of fun. The “Hats off to Tilley” event brought Alex Tilley, a Canadian icon, to a beloved Canadian town as part of the community’s Canada Day celebrations.

The result was a true North, strong and free Canadian hat trick like no other.

Our media relations campaign was built around celebrating Tilley Endurables as a great Canadian business success story, profiling Alex Tilley and highlighting the “Hats off to Tilley” event. We created pre-event buzz through media outreach to national and local media, and organized a packed media tour in Calgary the day before the event. Social media and event teasers created engagement and awareness online.

A whirlwind Calgary media tour (including CTV, Global, Calgary Herald and CBC radio), as well as pre- and post-event coverage from Southern Alberta media and national television coverage spotlighted Tilley’s generosity to the hamlet residents. Our key messages and angles about Alex’s Tilley success as a businessman and Tilley Endurables' pride in being a Canadian company were all incorporated into the media coverage. Tilley’s online communities of Twitter and Facebook realized a big spike in engagement and growth in a short period of time.

Want to know more about this project?
Contact Us

Thank you for your submission!

The

Idea

Our

Work

The

Idea

Use social media and media coverage to build the buzz for this unique hat giveaway with the emphasis on high-profile Canadian businessman Alex Tilley coming to small-town Alberta to celebrate Canada Day

Our

Work

Strategy

Media Relations

Social Media

Tilley Hats in the media / news clippings Tilley Hats on Global Calgary Morning News Photo of a Tilley hat

Featured Work

Get in Touch

Strut Creative Map Image

© Strut Creative 2017