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MEC hires NKPR

Outdoor equipment retailer Mountain Equipment Co-op has retained NKPR of Toronto as its public relations agency of record in Canada. The agency will develop a communications plan incorporating media relations, influencer activities, corporate partnerships and special events, with a special focus on the chain's planned retail expansion in Kelowna, Edmonton, Laval and Toronto. NKPR won the account in a competitive request-for-proposals process.

"MEC is an iconic brand, synonymous with getting outside and leading an active lifestyle," said NKPR president Natasha Koifman. "Their high-quality gear and thoughtfully designed apparel, passionate staff, strong sense of community and long-term commitment to sustainability make them an inspiring brand to work with. Our communications strategy will focus on building awareness for MEC's expansion, telling the brand story and creating experiences that foster the brand's loyal community of outdoor enthusiasts while growing their membership base with new audiences."

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