Chrissie by Tail

Chrissie by Tail

Release Date: October 11th, 2016
Client: Apparel - Chrissie by Tail

The Inquiry:
Following the launch of her tennis and activewear apparel line in 2015, 18-time Grand Slam Champion and tennis legend Chris Evert determined that she needed to “spread the word” about her high-end, fashionable and innovative tennis line for women. Chris Evert and Chrissie by Tail turned to npm | pr to assist with driving new consumer awareness through media coverage secured with the tennis specific outlets in addition to the national mainstream women’s fitness, lifestyle and fashion media.

The Strategy:
In order increase the consumer awareness for the high-end tennis and activewear apparel line Chrissie by Tail inspired by legendary tennis player and female sports icon Chris Evert, npm | pr sought out to generate new media exposure during the height of the Grand Slam summer tennis season in 2016 with the tennis specific media outlets along with the national women’s lifestyle, fitness, fashion and sports business trade publications.

In addition to this, npm | pr determined there were opportunities to leverage the celebrity status of Chris Evert by selectively identifying appropriate celebrity media outlets to feature her in while showcasing her apparel line. And, with the US Open quickly approaching in the summer of 2016, npm | pr assisted with providing an event concept and then executing it from start-to-finish to preview the Spring 2017 Chrissie by Tail line in New York City ahead of the US Open swinging underway that would be easily accessible for the top media outlets, editors and reporters in the City to attend.

The Results:
In the first 90 days of engaging with Chrissie by Tail, npm | pr produced coverage for Chrissie by Tail with the top tennis news sites surrounding the release of the Fall 2016 collections including TENNIS.com, TennisIdentity.com, WomensTennisBlog,com and other main tennis outlets covering the fashion side of tennis.

Coinciding with this, npm | pr also secured opportunities for Chris Evert to speak with leading industry trade and business publications about Chrissie by Tail in order to highlight her new women’s tennis apparel line with those such as Women’s Wear Daily, Bizwomen.com, Sports Business Radio and a cover feature on SGI (Sporting Goods Intelligence) Weekly. Along with this, npm | pr produced a feature opportunity with national celebrity publication Closer that came out during the first week of the US Open and had Chris Evert included in Departures.com for their coverage on fashion designers and high profile individuals.

At the event “Chrissie’s Court” that took place in New York City a few days before the 2016 US Open Championships began, many top media attended the preview of the Spring 2016 Chrissie by Tail line including those with VOGUE, SELF,PEOPLE, Life & Style Weekly, CNBC, CBS, TENNIS and more amongst others who are now planning to include Chrissie by Tail in their upcoming coverage.

As a result of the new media coverage produced for Chrissie by Tail, there was a 70% increase in website traffic and new visitors to ChrissiebyTail.com in three months and a 25% increase in retail purchases for the Spring 2017 collections. The new media coverage has generated millions of views not only with readers, but also on social media and doubled the social media following of Chrissie by Tail from June through September 2016.