jeane & jax is a luxury vegan accessories and footwear brand that encompasses the principles of ethical fashion while delivering quality, style, and affordability. Their mission is to show consumers that you can be fashionable and on trend without use of animal products or negatively impacting the environment. 

Born in Montreal, the designs are inspired by the city’s multicultural surroundings and artistic flair. The brand represents an elevated and casual lifestyle driven to complement any mood or outfit. The brand prides itself on being vegan, sustainable, responsible and supportive of women in business.  

Beginning in October 2020, Coldwater Communications launched a month long national media campaign for jeane & jax with a focus on its moto jacket launch—a jacket made from upcycled car interiors. A press release was distributed to Canadian media and fashion editors and influencers through Canadian News Wire (CNW). Additionally, customized media pitches were sent to targeted print, digital, radio and television media contacts that cover fashion, sustainability, veganism, and entrepreneurship across Vancouver, Calgary, and Toronto.

The Work

  • Launched a national media campaign that included targeted pitching to national outlets as well as the dissemination of a Canada-wide press release
  • Launched a multi-city targeted media outreach campaign to secure earned media coverage across Vancouver, Toronto and Calgary
  • Developed four media pitches which told the story of jeane & jax: vegan lifestyle, sustainability, women in business and general fashion
  • Curated an extensive and targeted list of over 170 reporters and 100 outlets across Vancouver, Toronto and Calgary and select national outlets 
  • Pitched print, digital, radio and television media contacts that cover vegan lifestyle, sustainability, women in business and and general fashion
  • Coordinated interview requests and Q & A sessions between reporters and jeane & jax Founder, Silvia Gallo

The Results

  • This media outreach campaign generated brand awareness and brought public attention to the brand and their jacket launch 
  • Secured over 20 pieces of print, broadcast and online coverage in outlets across Canada, including Vancouver, Toronto and Calgary
  • Some outlets that covered the story included Toronto Sun, Calgary Herald, Yahoo Finance, Retail Insider and TO Times