Outdoor Retailer hired Mullen Public Relations as the agency-of-record responsible for exhibitor and media relations programming, following a formal RFP process. Mullen will develop and manage programming to support the twice-annual Outdoor Retailer trade events, held in January and August in Salt Lake City, Utah.

“Mullen has a long and distinguished track record in the outdoor industry,” said Peter Devin, group show director with VNU Expositions, the company that manages the Outdoor Retailer events. “We look forward to applying Mullen’s creative and strategic public relations approach to the Outdoor Retailer show experience for the buyers, sellers, and media of the industry.”

Over the past 15 years, Mullen has been a frequent Outdoor Retailer participant as the public relations and advertising agency representative for brands such as Cascade Designs, Timberland, Swiss Army, Salomon, L.L. Bean, Eddie Bauer and Thule. Mullen has planned and executed numerous media and industry events and other special programs in and around the Outdoor Retailer events. Additionally, the agency has a broad-based consumer marketing perspective, as well as retail experience within the outdoor sector.

“We have a passion for outdoor sports and adventure and a strong respect for the innovators in this industry,” said Sheila Leyne, executive vice president and managing partner at Mullen. “It’s great that all our outdoor category experience has led to an opportunity to represent the shows that support the industry as a whole.”

Mullen will begin its new assignment effective immediately and will support the upcoming Outdoor Retailer Winter Market scheduled for January 28 – 31, 2006. The agency will also work closely with Outdoor Retailer to plan special events in celebration of the 25th anniversary of the Summer Market show in August 2006.