Service Categories: Public relations

Who is Dometic?

Dometic’s origins can be traced back to Axel Wenner-Gren, the “vacuum cleaner king” and founder of the Swedish company Electrolux. After World War II and the success of its vacuum cleaners and refrigerators, Electrolux began to make inroads into the growing leisure market in the United States with its “silent absorption technology” refrigerators. By the end of the 1960s, those efforts were so successful that Electrolux gave its leisure appliance division a new name: Dometic. Today, Dometic is still widely known in the off-road, marine, RV industries and beyond for its compact, efficient and extremely rugged refrigerators, but also now produces a wide variety of innovative products that enable people to enjoy the great outdoors worldwide.

The Challenge

One of Dometic’s most unique offerings for possible future production is the ARTT (Awning and RoofTop Tent) concept. Designed in partnership with Stellantis and Jeep, ARTT seamlessly integrates a 270-degree awning and a rooftop tent into a singular and aerodynamic carbon-fiber unit that replaces the factory Jeep JL Wrangler hardtop. The innovative design dramatically reduces setup time and simplifies the overlanding experience. Our challenge was to create media interest and coverage well beyond endemic outlets to maximize the impact of ARTT’s debut at Overland Expo.

Our Strategy

To drive media awareness of the Dometic ARTT concept, we created a multi-faceted public relations campaign across social media and the internet. Focusing primarily on non-endemic outlets to create coverage outside of traditional off-road media, the hybrid PR effort also incorporated our own network of Instagram pages with over 1 million followers. Utilizing our deep relationships with media members and knowledge of the right outlets was vital for the campaign’s success. Media outreach before the introduction of ARTT at Overland Expo was also critical to maximize immediate coverage upon its unveiling. Beyond sending press releases and coordinating with Stellantis, we also followed up with individual media members to ensure they had all the assets and information needed.

Key Steps Taken

• Created a hybrid public relations campaign utilizing a carefully crafted and bespoke media list.
• Focused on non-endemic media and trusted outlets to create wider coverage of the Dometic ARTT concept.