CHANTILLY, VA: Outdoor Retailer, an outdoor-sporting industry trade show, has tapped Mullen Public Relations as its AOR.
The trade show, held twice a year in Salt Lake City, attracts more than 37,000 attendees from throughout the industry. But the coverage has so far been largely relegated to lifestyle, sporting, and outdoor-focused titles.
"The show attracts a pretty diverse collection of media, but they want to move beyond the people who regularly attend," said David Swaebe, director of corporate communications for Wenham, MA-based Mullen.
That new media includes journalists from fashion, consumer electronics, news, and general interest publications.
Mullen has represented several of the brands that took part in the show, including Timberland, Swiss Army, Salomon, L.L. Bean, and Eddie Bauer.
The next trade show will be held in January.