Australian Boot Company retains Siren
By Adnews Staff
Footwear retailer The Australian Boot Company of Toronto, along with its distributing subsidiary Blundstone Canada, has hired Toronto-based The Siren Group to conduct a national public relations campaign. The companies sell and distribute the brands Blundstone, Blunnies, R.M. Williams, UGG and Icebreaker Merino Clothing. The awareness campaign will consist of consumer and media events, media relations, product introductions, product placement and co-promotions. Siren will also be involved in the annual charitable event called "Do Something with a Blundstone." On Sept. 23, 40 pairs of Blundstones decorated by artists and celebrities will be exhibited and auctioned to support Sketch, a Toronto-based organization for homeless youth. "Siren Group's expertise in fashion and lifestyle media relations and enthusiasm will serve us well and help communicate our wish to free Canadians from laces, one boot at a time," said Ian Heaps, CEO of Australian Boot Company. "We're also planning to expand the scope of our unique fashion fundraiser this fall with a proactive media effort." The Australian Boot Company will also release a new ad campaign as part of this awareness effort, created by One Company of Toronto.