February 23, 2021
We work with our client, Trex Company, to fill the media pipeline with relevant and inspiring outdoor living content throughout the year. Keeping the brand top-of-mind among homeowners, while reinforcing the brand’s position as a leader among trade professionals, our PR program equips media with outdoor living ideas, approachable DIY tips and aspirational imagery.
An integral component of our program is partnering with established influencers, entrusting them to confidently amplify and adapt Trex’s brand messaging into approachable content for their followers. One such influencer, Evette Rios, has provided unparalleled value to our program. A proud Latina, TV personality, DIYer and lifestyle expert, her public persona and relationship with home and lifestyle media directly aligned with Trex’s consumer initiatives.
To launch our partnership, we collaborated with Evette to build the deck of her dreams – a modern addition to her vacation home in the Pocono Mountains of Pennsylvania. Complete with an outdoor kitchen, firepit, swim spa and dining area, Evette envisioned a space where she and her family could make the most of an extended outdoor living season, from early spring to late fall. Partnering with TrexPro Garloff Carpentry, Evette detailed the design and build process on her YouTube, social media and blog, providing her followers with candid insights (and plenty of laughs!) along the way.
The completion of Evette’s deck coincided with the beginning of the coronavirus pandemic, as people reimaged how they spend time and interact with their outdoor living spaces. Given her deck’s expansive spaces for relaxing, cooking and socializing, we pitched Evette’s deck to consumer media as the ultimate COVID-19 oasis, perfect for an outdoor office (featured on TODAY), recess for her sons, and al fresco cooking and dining for her family.
In addition to TODAY, proactive media outreach garnered the attention of other national media outlets, including HouseBeautiful.com, which called her deck renovation, “the ultimate quarantine project,” highlighted Trex decking and Trex Outdoor Kitchens and reinforced Evette’s synergy with the brand as being based in a passion for sustainability – a critical message for Trex and eco-conscious consumers. Most recently, Evette’s deck was featured in an 8-page spread in the Winter/Spring 2021 issue of Rachael Ray in Season (available now in print). Showcasing the deck as an elevated, “treehouse” space, Evette positioned Trex decking as a weather-resistant, low-maintenance “game-changer,” while humorously noting that her indoor wooden floors are often more problematic than her composite deck.
Our partnership with Evette has delivered a considerable ROI for Trex, having secured print, digital, social and television placements throughout the build process – from design to completion. We look forward to cultivating relationships with more influencers, both domestically and internationally, to expose Trex to a wider audience and further solidify the brand as the undisputed leader in high performance, low maintenance outdoor living products.