PRESS TRIP FOR Explorer Ultra Blue

OUR CHALLENGE

Montblanc wanted to breathe new life into its Explorer range with the launch of Explorer Ultra Blue. The objective was twofold: to embody the adventurous spirit of the fragrance and to turn a press trip into a true business driver, capable of generating desire and qualified traffic to the Montblanc e-shop.

OUR MISSION
Ekho designed a campaign that went beyond a traditional press relations event. We carefully selected six French talents with complementary profiles (photographer, chef, creator, commentator…), each chosen to reflect the values of exploration and authenticity.
Every talent produced original content on-site – immersive stories, in-feed visuals, swipe-up formats, all integrated into a distribution plan built to maximize organic reach while leveraging paid media. The storytelling was structured as a coherent series, fully aligned with Montblanc’s premium DNA.

The Results

• 126 pieces of content created
• 2.5 million reach
• 3 million impressions
• 9% engagement rate
• 78,000 interactions
• 50,000 sales generated through paid media

This case demonstrates that when a press trip is conceived as a structured editorial format and amplified strategically, it can go far beyond brand experience to become a true conversion and performance engine.