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L.L. Bean urges consumers to get ‘S’more out of Summer’

Photo courtesy of Whitney J. Fox photography

Summer may bring more hours of daylight, but research shows that four out of five Americans don’t have enough time to enjoy it. So, on 20 June, L.L. Bean, working with experience agency Jack Morton, is launching several outdoor campsite popups across major cities, allowing more consumers to ‘get s’more out of summer.’

The retailer will partner up with Uber in Boston, Buffalo, Madison and New York City to bring customers to the backyard-inspired events, going as far to offer free rides to encourage more time outside.

“Rather than sit at home and have something delivered to you, together, we’re delivering people to the outdoors so they can get outside and get more out of their summer,” Michele Martin, senior manager of brand amplification at L.L. Bean, told The Drum.

Once there, visitors can enjoy classic summer favorites such as s’more roasting and yard games, accompanied by the National Park Foundation’s ParkTracks sound effects to create a truly outdoorsy atmosphere.

Also on-site will be the company’s Outdoor Discovery Program, which offers demonstrations, clinics and hands-on courses. The program is year-round, featuring activities such as kayaking and standup paddle boarding, customized trips and kids’ camps. Classes range in level and price, with some at $25, but will be free through 30 June as a way to encourage more indulgence in the season.

“For more than 100 years, L.L. Bean has been on a mission to help people spend more time outside,” Martin said. “We focus on creating experiences and products that make it easier for families and friends to spend time outside together. We can all get so caught up in our day-to-day activities, and sometimes it can feel like work to find a few moments to relax outside. From our Outdoor Discovery Programs to our Outdoor Access Fund and even our own ‘Be an Outsider’ goal for employees, we want to encourage more time outdoors.”

L.L. Bean’s efforts go beyond just the popups – it’s also compiling an online guide with tips and inspiration for outside adventures for the whole family, which consumers can access through Alexa by simply saying “s’more summer tips.” Plus, the company is serving free s’mores at all of its retail locations on 22 June.

Customers can also partake in a nationwide contest to win an Ultimate Backyard Campout – where L.L. Bean Experts supply camping attire and come set up tents, sleeping bags and fire pits on the winners’ own property – by uploading pictures of how their summer is going to Instagram, Twitter or Facebook.

L.L. Bean has been producing clothing and equipment suitable for the outdoors since its founding in 1912 and continues to show dedication to preparing customers for nature more than a century later.

The S’more Tour will be making additional stops in the retailer’s head-turning Bootmobile at several outdoor festivals and events this summer.

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