Headworx in UK PR drive

Australian surf and snowboard clothing and accessory brand Headworx is to launch its first PR assault on the UK market with a campaign by Cohn & Wolfe.

The consumer PR strategy will initially favour style and boarding titles before moving on to target men’s magazines later this year. Following the product placement drive for its autumn and winter range, PR will turn to promotion of Headworx’s sponsorship of professional boarders and events.

C&W, which already handles PR for sister brand Voodoo Dolls, will also work on a trade PR campaign to boost the brand’s UK distribution.

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