DR. MARTENS AIRWAIR USA:

SPONSORSHIPS & PARTNERSHIPS

 

BACKGROUND

Dr. Martens' iconic footwear has long been a staple in the wardrobes of "alternative" musicians and their fans. It is only natural that the company focuses marketing on the music scene. 

 

As PR & Promotions Coordinator, then Manager, I was in charge of all in-house PR communications as well as negotiating and implementing the logistics of sponsorships and partnerships.

 

CHALLENGE

To fortify our relationship with music with authenticity; to position Dr. Martens footwear as the brand of choice for “alternative” musicians and their fans.

 

SOLUTION

We sponsored dozens of national, regional, and local concerts and tours as well as fashion and other arts events. Through these initiatives, I forged relationships with journalists, retailers, and music industry personnel that enabled me to create successful consumer promotions and music/fashion tie-ins such as backstage parties, meet-and-greets, ticket and product giveaways, gift-with-purchase programs, and a nightclub partnership.

RESULTS

U.S. sales reached their peak during my tenure at Dr. Martens. Through my relationships, I was able to acquire autographed boots, guitars, etc., for consumer contests and for use in our trade show booths. I built positive brand experiences and loyalty among consumers. And performers often requested Dr. Martens footwear and apparel for their tours and photo shoots.