Media Buzz Builds Around REVEL Launch
Our Briefing
In September 2024, Savage Arms launched two new rimfire lever-action rifles: the REVEL and REVEL DLX. These models marked a bold expansion into a growing category, and Savage partnered with Murray Road to ensure the launch generated maximum buzz across editorial, social, and influencer-driven platforms. The campaign was designed to reach consumers through trusted voices in the hunting, shooting, and outdoor space, while also setting a strong foundation for long-term product visibility.
Campaign Objectives
This launch centered on generating fast and far-reaching media coverage, both before and immediately after the announcement. Savage and Murray Road aimed to secure widespread digital and print coverage, drive video content from trusted creators, and position the REVEL line as a standout entry in the lever-action rimfire space. A strong emphasis was placed on product reviews, event-based testing, and first-look exclusives, ensuring high-authority mentions from top-tier firearms outlets and personalities.
campaign objectives
Murray Road worked closely with Savage to execute a pre-launch media strategy that delivered early hands-on experiences with the REVEL rifles. Influential outdoor writers and YouTube creators were invited to test the rifles at dedicated events, giving them access to the product before launch. More than a dozen early samples were distributed for T&E (testing and evaluation), leading to trusted coverage from respected voices across firearms media.
A formal press release, along with branded assets, was distributed to top publications in the outdoor, shooting, and hunting verticals. Personal outreach efforts ensured timely coverage by matching content to each outlet’s editorial focus and publication schedule. Coordination with YouTube creators helped synchronize the video premieres with the product’s public debut, giving Savage a strong launch-day presence on multiple platforms.
The Results
Within the first 24 hours of the launch, the Savage REVEL received major digital coverage from top firearms media outlets. These placements helped generate more than 2 million impressions and over $80,000 in ad value equivalency in a single day.
Since launch, the campaign has resulted in over 60 articles across digital and print outlets, totaling 12 million impressions and nearly $1 million in estimated ad value. Coverage continues to grow, with product placements appearing across both general outdoor media and niche enthusiast titles.
The campaign’s success was further validated by industry recognition, with both the REVEL and REVEL DLX receiving a 2024 On-Target Editors’ Choice Award.
Video coverage also played a key role. The REVEL and REVEL DLX were featured in 27 YouTube videos, earning more than 250,000 combined views. Thanks to strategic coordination, eight videos premiered within the first 24 hours, maximizing early exposure. Creators included NRApubs, Petersen’s Hunting, KYGUNCO, WHO_TEE_WHO, and Pistol9x19.
The conclusion
The Savage REVEL launch campaign delivered a powerful mix of speed, scale, and storytelling—generating immediate interest and sustaining momentum across editorial, social, and influencer channels. With coordinated pre-launch outreach, strategic video activation, and a high-impact press rollout, Murray Road helped Savage Arms make a lasting impression in the rimfire lever-action space. The REVEL is now positioned not just as a product launch, but as a brand-defining moment for Savage in 2024.