British outdoor brand Berghaus has revealed plans for its biggest ever marketing campaign, combining national TV, cinema, print and a range of digital elements in a programme expected to reach 15 million people in the UK.
The new campaign will include the release of a TV/cinema commercial produced by award winning film-maker Alastair Lee, which features the Berghaus team of sponsored athletes and showcases their adventures around the world. The TV ad will run for five weeks from early next month and, from 26 October, will also be shown for one week in cinemas nationwide ahead of the new James Bond movie Skyfall. Print advertising will also appear in national newspaper supplements and specialist magazines as part of the integrated campaign.
Also included is an interactive YouTube feature, which follows the adventures of an office worker as he escapes the drudgery of daily life to pursue his dream of climbing Mount Bear. Created in the style of the classic ‘choose your own adventure’ books, the film allows viewers to make crucial decisions throughout the course of the journey to the Alaskan mountain.
Berghaus is investing over £1 million in the UK for this latest stage of its ‘Live for Adventure’ campaign, making it the biggest dedicated marketing programme the company has ever undertaken.
Caroline Smith, Berghaus head of marketing for the UK and Europe, said: “After we launched the campaign last year, we witnessed a significant increase in awareness of the brand among the general public. I am confident that this latest phase of Live for Adventure is going to be even more successful than its predecessor.”
The new commercial and viral campaign can be viewed on the Official Berghaus YouTube channel from 8 October.