Edelman Pegasus wins PR project for Timberland APAC

Timberland has not worked with a regional PR agency for the past two years. The company has however worked with local agencies in different markets and will continue to do so.

The agency’s immediate task is to provide strategic counsel on the regional roll-out of Timberland's Earthkeepers’ programme. The programme is a big part of Timberland’s overall marketing plan, which includes Timberland’s massive reforestation project called 'One million done, two million more' in Horqin Desert, Inner Mongolia in China.

Timberland’s latest 'Nature needs heroes' campaign was launched in Shanghai on 30 August, where the company’s regional interactive platform Earthkeepers2010.com was unveiled.

Kelvin Phang, head of Edelman Pegasus Shanghai, explains that proceeds from the sale of Earthkeeper products will be channelled back towards the Horqin project where Timberland is committed to planting another two million trees, in addition to the one million planted over the past decade.

Earlier this year, Wwwins won Timberland's digital account in China.