JO GREENACCOUNT DIRECTOR, SIL PR AGENCY

PR S2/11 PR Toolkit

PR TOOLS – ON THE SPEEDO HUB

1 x Trade Press Release

9 x Consumer Press Releases

Press releases and relevant images are on the Hub together with PR Toolkit.

TIMINGS

December 2010

GeneralMay 2011 Ideally

Distribute trade/trends

press releases

Distribute 3 months before

available at retail

Distribute consumer

press releases

Build exposure over the

season.....

OR

TIMINGS

MEDIA TARGETS

Sport – lifestyle and newsFashionDesignLifestyleScience and technology

FormatsOnlineBroadcastPrint

Don’t forget! Trade and consumer across all titles/formats

STRATEGIC APPROACH

COMPETITIVE COLLECTIONKEY MESSAGES

The Speedo LZR Racer ELITE boasts a

fully bonded construction with

ultrasonically welded seams

The Speedo LZR Racer PRO features a

print for the first time this season

The Speedo LZR Racer COMP features

Speedo’s new water-repellent, quick-

drying EnduranceSD fabric.

TRAINING KIT KEY MESSAGES - NEW PRODUCT PROMOTION

Speedo Training Kit provides

competitive swimmers at all levels

with all they need to reach the

peak of their performance

Training Kit comprises training suits,

Training Aids, accessories, such as

the Speedo Lap Counting Watch, and

equipment

SWIM FITNESS COLLECTIONKEY MESSAGES

Functional and sporty

Key products include the women’s

Superiority Muscleback suit and the

Aquashort for men

The collection is made from the

100% chlorine resistant Endurance+

fabric, exclusive to Speedo.

GET FIT KITKEY MESSAGES – NEW PRODUCT PROMOTION

Aimed at those who swim

regularly to improve

performance

Providing everything required

to make the most of a water-

based workout

Comprising swimwear, training

aids, accessories and

equipment

TRAINING AIDS KEY MESSAGES

Increase fitness, performance,

technique and speed

Data centre

Inclusive

AQUA ACTIVE COLLECTIONKEY MESSAGES

Designed for the rigours of water-

based fitness classes

Features bust support to prevent

excessive movement

Designed to define the figure with

shaped seams and panels

Adjustable straps and clip back

provide the perfect fit

XPRESS DRY WATERSHORTS COLLECTIONKEY MESSAGES

The world’s most advanced swim

watershort

Speedo Xpress Dry fabric absorbs

less water than equivalent, making

for a smoother swim

Aimed at men who swim regularly

Chlorine repellent for a longer life

SPEEDO SCULPTURE STREAMLINEKEY MESSAGES

Suits all shapes and requirements

with two levels of all over body

shaping control - Medium and Light

Engineered to provide the ultimate in

bust support with a cut to enhance the

body, flatten the tummy, and offer

superb comfort and fit.

Developed by Speedo Panel

In Market Activity – implementation ideas

ALL COLLECTIONS

• Distribute press release and images to the media

• No additional budget required

COMPETITIVE - ACTIVATION

Photo-call with Team Speedo

athlete/s

Use local team swimmers – at local

event- photo-call

Use athletes in your market - ELITE

level

Estimated budget required - from

1,000 - 3,000 euros

TRAINING KIT - ACTIVATION

Media clinic with Speedo coach or

swimmer

‘A Day In The Life’ of a Speedo athlete

Experiential media training day

Yields in-depth coverage

GET FIT KIT / SWIM FITNESS / AQUA ACTIVE / TRAINING AIDS - ACTIVATION

Encourage consumers to swap the gym

for the pool

Research and statistics

Swim vs Gym Promotion

AQUA ACTIVE - ACTIVATION

Aqua Aerobics class for

the media

Cross promotion with the wider

range of products available in the

new ‘Get Fit Kit’

XPRESS DRY WATERSHORTS - ACTIVATION

Targeted gifting to key journalists\

and bloggers

Competitions with leisure and

sports companies

Estimated budget required –

from 2,000 to 5,000 euros

SPEEDO SCULPTURE - ACTIVATION

Targeted gifting exercise

Send product and imagery to all

key consumer/fashion titles

Cross-promote with wider Speedo

Sculpture range

Estimated budget required - from

2,000 - 8,000 euros

LEARN TO SWIM - ACTIVATION

Sea Squad personal appearances

characters at swim clubs / schools

Children’s swimming lesson with

Speedo athlete

Media clinic – invite their children

SUMMARY

Use the PR Toolkit as inspiration

Be creative!

Make as much impact in your market as possible

PR Best Practice Case Studies

BEST PRACTICE PR CASE STUDIES

France – Vogue France product placement

All Markets/International – From Somewhere with Speedo collaboration

VOGUE FRANCE

Product placement

Excellent Speedo visibility and credible positioning

Featured Spiralize and Charmane styles

Speedo was referenced 5 times throughout article

SUMMARY

Sales in Spiralize style doubled

Views of the Charmane style increased 10%

Excellent brand driver

Content for e-commerce and digital platforms

BEST PRACTICE CASE STUDY

Obsolete Speedo LZR suit project

Collaboration with From Somewhere, ethical fashion designers

Announced collaboration with ‘hero’ dress

OBJECTIVES

Provide platform for wider CR story

Deliver message that Speedo is a brand that cares

Build brand equity

Change perceptions, encourage advocacy and increase reach

STRATEGY

London Fashion Week Press Office

Online media priority

Target influencers in ethical fashion

Market activity supplemented by central implementation

Offer film exclusively to Vogue.com

CENTRALLY DELIVERED TOOLS

Press Release

3 images of From Somewhere with Speedo’ ‘hero’ dress

Video cast from LFW

FROM SOMEWHERE WITH SPEEDO AT LFW FILM HERE

COVERAGE HIGHLIGHTS

Vogue.com, Vogue.it

Eco Stiletto

Global Cool – newsletter and website

BUZZ

“we can only hope that in the future, more companies faced with this kind of problem will have similar forethought”

“forward thinking Speedo”

BUZZ

“one of the coolest collaborations I’ve ever seen”

“this really is a demonstration of genuine, sincere up-cycling”

SUMMARY

Over 100 pieces of coverage

100% favorable

Seeded onto ethical fashion Facebook groups reaching almost 30,000 people

Reached almost 100,000 newsletter subscribers

Speedo LZR Racer Student Project

SPEEDO LZR RACER STUDENT PROJECT

Next chapter

Student collaborations

Build on momentum

PHOTO SHOOT

PHOTO SHOOT

TOOLS

Press releases - 1 x lifestyle,

1 x swim specialist

Biographies and case studies

Imagery

‘Behind-the-scenes’ video cast

MEDIA TARGETS

Tools received week commencing 22.11.10

EthicalLifestyle/fashionArt and designSwim specialist

Across websites/blogs/print and broadcast media

PLANNING

From Somewhere with Speedo collection will launch at LFW Feb’ 2011

Rebecca Adlington shoot

Retail channels to be determined

FROM SOMEWHERE WITH SPEEDO