An Ethiopian Adventure with Oliberté
Compelling pitches, inspirational photography and innovative storytelling can all result in great coverage, but there are times when full immersion yields the greatest value.
That was the case with Oliberté. A sustainable fair trade footwear brand supporting workers’ rights in sub-Saharan Africa, Oliberté isn’t an ordinary company – its goal is to “do well while doing good.” TURNER thought that a customized FAM trip was the best way to show off the brand’s completely unique and completely inspiring story.
WHAT WE DID
First, we needed to find the right journalist – someone who appreciated and understood Oliberté’s goals and had access to top-tier publications that were a fit for the brand. Freelancer Olivia Fleming (Travel+Leisure, Elle, The New York Times) has made a name for herself as a writer with an eye for hidden gems, on-trend fashions and eco-consciousness – a perfect match for Oliberté.
To create a full immersion into the brand, TURNER and Oliberté brought Olivia to the brand’s fair-trade certified factory in Addis Ababa, Ethiopia for a first-hand look.
The trip emphasized the people of Oliberté – the company’s most valued asset. During her time in Addis Abbaba, Olivia experienced how each Oliberté shoe is made, and was able to meet many of the women who work at the factory. She hung out with our hosts, CEO and Founder Tal Dehtiar and General Manager Feraw Kebede, gaining essential on-site insight into the mission that drives Oliberté.
Additionally, Olivia got to experience Addis Ababa and see all it has to offer. She ate amazing traditional food, participated in an Ethiopian coffee ceremony, paid a visit to the famous open-air Mercato, and soaked in the country’s rugged and gorgeous landscapes.
Following her Oliberté immersion, Olivia’s trip resulted in a piece on Vogue.com that focused on brands in Africa that create high quality product and stand for an important mission, positioning Tal Dehtiar as a thought leader and putting Oliberté on the vanguard of conscious footwear manufacturing.