Primaloft House
The Challenge
PrimaLoft is a synthetic insulation found in over 900 brands worldwide across fashion, outdoor, and home. Even though it’s widely used, it’s hidden inside products, making it difficult for PrimaLoft to connect with the end consumer. The brand has a powerful story in sustainability, performance, and innovation, and they needed help getting the word out.
The Solution
To help bring the brand to life, Backbone formed a concept for an overarching, globally relevant, long-term activation that would position PrimaLoft as a leader in the minds of consumers: the PrimaLoft House.
Backbone presented concept as a six-week-long media experience where six journalists came and had individual stays over six different weekends. Our team stocked the house with jackets, boots, comforters, pillows, blankets, gloves and more, and gave writers a chance interact with the wide variety of PrimaLoft products on their own terms.
The 2021 PrimaLoft House was in Woodstock, NY, and 2022 was in Aspen, CO.
The Results
Coverage appeared in Gear Patrol, Bustle, Outside, Elle and more, with specific mention of the PrimaLoft brand and products. The PrimaLoft House will continue as an annual tentpole moment for the brand.
