PR + Direct Creates Huge Impact For Colle + McVoy (And The Agency’s Clients)

Colle + McVoy in Minneapolis is expert at cultivating interest among the trade press. I know this because Jen Stack and her team send me amazing packages on a routine basis to help convince me.

Now, let’s look at one that was not sent to me. The following press release, to support Cub Cadet PRO Z commercial riding mowers, was sent to influential consumer and trade media in the home and garden industry.

Every big idea needs a point of inspiration and if it can be found in the product itself, all the better. The PRO Z from Cub Cadet has the only Triple 7-gauge deck on the market, making it the thickest, strongest steel deck in the industry. That’s a clear point of difference and something for the creative team to work with.

“To get the point across about this seriously strong and durable deck, we built the new product press release out of Triple 7-gauge steel,” Stack said.

The press release weighs in at a whopping 14 lbs. 13 oz. It measures 8 1/2” x 11” and is 5/8” thick. It was shipped in a custom crate with a crowbar to help open it. Impressive in every way, and I can’t imagine one recipient tossing this aside.

Here is a quick look at some of Colle + McVoy’s consumer-facing work for the brand:



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.