Cabela's to hire Olson Engage as US PR agency partner

Outdoor sporting goods retailer Cabela's is set to bring on Olson Engage as its PR agency partner for the US.

SIDNEY, NE: Outdoor sporting goods retailer Cabela's is set to bring on Olson Engage as its PR agency partner for the US, according to sources with knowledge of the subject. 

The company, which sent out an RFP for its communications business this spring, selected Olson to manage its national communications efforts, the sources said.

“Cabela's has made an initial selection of a national PR agency and is working to finalize the entire scope of work,” said Wes Remmer, communications specialist at the retailer, in an emailed statement.

Further information was not disclosed, and representatives from Olson declined to comment.

Remmer told PRWeek in May that Cabela's was looking for an agency to work on plans for 2014, but said the firm may start work this year. He added that the agency would work on taking the Cabela's brand message to consumers around the country.

Cabela's has not had a PR AOR for nearly two years, but it has worked with Chicago-based Legacy Marketing Partners on national event-planning and PR initiatives.

Despite a significant decrease in firearms and ammunition sales, Cabela's reported 16.6% profit growth in the third quarter, year-over-year, to $49.9 million. It reported $850.8 million in revenue in Q3. The company also plans on opening stores in British Columbia, North Carolina, and Wisconsin.

Olson's account wins in the last nine months include the Minneapolis-St. Paul Metropolitan Airports Commission, TiVo, Mars pet-food brand Royal Canin, home-loan company Guaranteed Rate, and global campaign work for McDonald's.

Olson rebranded its PR and social media unit as Olson Engage in August to highlight the firm's integrated work.

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