U.S. handbag maker Harveys has retained The Siren Group as its PR agency of record for the national launch of its Mercedes-Benz Canada lifestyle bag collection, made entirely from woven seatbelts.
The Toronto-based firm will manage a public relations campaign that includes ongoing media relations, product placement, co-promotions, special events and sponsorship.
Harveys, based in Santa Ana, Calif., first hired the shop for its Canadian launch in 2006, and Siren managed the company’s PR efforts through 2007, before it took a brief marketing hiatus marked by a shift in distribution, said Susan Willemsen, president of the Siren Group Inc.
“It’s a good win for us because we worked really hard to build the brand in 2006 in Canada, to great success I think,” she said.
Willemsen said the agency is pitching to a mix of audiences interested in fashion, style and design.
“I think with a Mercedez-Benz there is a fun automotive hook as well,” she said.
The Mercedes-Benz collection was first featured in the automaker’s U.S. catalogue two years ago, and in that time has sold more than 3,000 bags.
“The brand partnership with Mercedes-Benz was a natural for us, and so successful here [U.S.] that it made complete sense to drive it up to Canada,” Dana Harvey, founder, Harveys, said in a release.
Available in red or black, the bags are made of 100% durable seatbelt webbing and are branded with the Mercedes-Benz logo medallion and inside tag.
