The Drum Awards for Marketing - Extended Deadline

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By The Drum Team, Editorial

October 3, 2011 | 2 min read

A new global marketing campaign for Berghaus is to go live this autumn, featuring the tagline ‘Life for Adventure’ and the brand’s first TV advert.

The new brand statement has been created to promote the brand philosophy, with the first phase set to roll out across all Berghaus operation territories, over the next year.

Joanne Scott, global brand manager for Berghaus will over the campaign, which has been developed by the marketing division of parent company Pentland Brands, launching first in the UK through an integrated campaign being orchestrated by the UK and Europe head of marketing Caroline Smith’s inhouse marketing team.

£800,000 has been invested by the company into a media schedule that will run across TV, print, outdoor and digital advertising, negotiated by MEC Manchester.

Instore and social media activity will support the campaign.

The TV campaign will feature on 17 transvision screens at 16 stations across the UK Rail Network throughout October.

Caroline Smith, commented: “Berghaus has always been about more than simply helping people to get into the outdoors. Much as that is important, we know that it’s the deep enjoyment of the outdoors and adventure that drives this brand and the people associated with it.

“For 45 years, Berghaus has played a big role in enabling the public to experience and then relate to their personal stories of exploration and adventure. From the highest peaks and adrenaline fuelled action to a scenic stroll in the hills, most people have a great tale to tell. ‘Live for Adventure’ goes further than an advertising campaign and will give consumers loads of opportunities to share their adventures and remind themselves and each other why the outdoors is so special.”

The first stage will begin in the UK, followed by Asia and other markets across Europe, with TV, print and outdoor, as well as online and social media activity.

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