Senior Account Manager, Rubin Communications Group
Four years ago, RCG’s longstanding client Cintas Corporation (North America’s largest uniform supplier) formed an exclusive partnership with Carhartt, making Carhartt apparel available for the first time as a uniform rental product. Based on Carhartt’s strong reputation for being stylish, durable and rugged, we saw an opportunity to honor the individuals who rely on it to get their jobs done in tough working conditions.
The goal was to publicize the partnership in a way that could maximize the relationship between two well-known North American companies while spreading the word to decision-makers in target industries – and that’s how the Cintas & Carhartt Cold Crew contest came to be.
As the winter season approaches, cold-weather workers are encouraged to share their stories and photos at www.cintas.com/CarharttColdCrew. They’re asked to explain what makes their working conditions so tough and why they rely on Carhartt to battle brutal winter temps. Each year, we not only receive amazing stories from men and women throughout the U.S. and Canada, but we’re also able to collect testimonials from our participants about why Carhartt workwear is essential to their jobs.
After entries are collected, a panel of judges selects up to 10 finalists, who are featured on the website for a month of public online voting. Last year’s grand prize winner received free Carhartt merchandise and a trip for two to the CMA Music Festival.
Through working with trade publications in the industries Cintas has asked us to target, we’ve generated hundreds of thousands of dollars in free exposure for our client. And through Cintas’ partnerships with Carhartt and spokesperson Erin Andrews, we’re able to target the consumer audience as well by posting announcements to each of their more than 2 million social media fans (see below):
For more information about Carhartt Rental Workwear by Cintas or to enter the Cintas & Carhartt Cold Crew Contest, visit www.cintas.com/CarharttColdCrew.
