Posts Tagged ‘Public Relations’

Timberland makes right move with Haiti sponsorship

Tuesday, January 26, 2010

If you haven’t heard of the Timberland sponsorship with Wyclef Jean and his Yéle Haiti Foundation you can get up to speed here.

The marketing partnership between Timberland and musician Wyclef Jean was signed last fall, just a few months before the devastating earthquake in Haiti. The original partnership was designed to grow awareness for Timberland products within a new demographic and to help with reforestation of Wyclef Jean’s home nation, Haiti. Within hours of the earthquake, Timberland changed its focus of the partnership to provide aid for Haiti in direct relief of the earthquake.

Diane Knoepke, Vice President of IEG Sponsorship Consulting summed up Timberland’s right moves in the aftermath of the quake in her blog post: Boots on the Ground: Early Learnings from Timberland’s Help for Haiti.

Knoepke calls your attention to four points that Timberland has done right in their response.

  1. They were not jumping on the bandwagon
  2. They were nimble and decisive
  3. They encouraged direct donations
  4. They are using their core business to support the effort

These are four important points that I agree Timberland has done right in response to the earthquake in Haiti. The decisions made so far have positioned themselves as sincere to the plight of the people in Haiti, putting the cause well above their profits for now.