Tweed Media thinks outside the box for Swazi’s 2019 press event at IWA

As a specialist PR and marketing consultancy agency to the global outdoor sector, Tweed Media has been providing tailored support to New Zealand cult-clothing brand Swazi for four years.

The manufacturers of high-performance outdoor and workwear apparel is headed up by founder and creative director, Davey Hughes, a passionate hunter and character who brings vision and originality, along with a wicked sense of humour to the brand.

So this year when it came to organising a press call to introduce their new garments to the European trade at IWA OutdoorClassics in Nuremburg, Germany, our creative team had to put their heads together to not only to come up with a way to encourage press attendance, but match seamlessly with the brand’s energetic and quirky style.

Hitting the nail on the head with Swazi-branded Rutting Cards, our team delved into researching animals that Davey himself had hunted across the world and in New Zealand, producing a fun and informative hunting-themed card game, which could be played around the campfire, battling it out species-against-species.

The game was a huge success, so much so that Swazi’s European retailers, who visited their booth during the show have already put in an order for more cards, demonstrating positive and engaging PR done right.


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