Polar, the leader in heart rate monitoring and fitness assessment technologies, engaged CooperKatz to elevate its positioning and media coverage beyond pure product placements – to PR that conveyed the brand’s strong lifestyle benefits.
For more than six years, CooperKatz has worked with Polar to elevate awareness about the benefits of heart rate training and position Polar as the go-to heart rate training computer in three key market segments: sports performance, education and general fitness / wellbeing.
Our efforts have included: setting up high-level media interviews with the company’s senior executives in the U.S.; launching numerous new products; supporting a school-based program aimed at educating students about life-long fitness; promoting team sports products that can help coaches and trainers gain unique insight into each athlete’s fitness to achieve higher levels of performance; and raising awareness about health club-based solutions.
As part of the integrated campaign, CooperKatz launched a Polar-branded YouTube channel and produced a series of product and software videos – as well as testimonial videos – that are attracting growing viewership and in several instances have appeared on mainstream media and fitness enthusiast blogs. Beyond this video initiative, outreach to / through social media channels is a critical part of our holistic communications program for Polar.
Media placement highlights of our efforts have included: major newspapers like The New York Times, The Los Angeles Times, The Washington Post and USA Today; magazines like Men’s Health, Shape, Runner’s World, Wired National Geographic Adventure and O The Oprah Magazine; broadcast outlets like CNN, FOX News and WCBS-TV, and shows such as “Fox and Friends” and “TODAY”; and online sites and blogs like EverydayHealth, FitSugar, ESPN and Gizmodo.