Merrell, the leading outdoor footwear and apparel brand, is launching a nationwide promotional marketing campaign to support its newly secured status as official outdoor footwear and apparel partner of the US National Parks Foundation.
The activity, designed and executed by 3sixteen, will offer consumers the chance to win fantastic holidays to a range of US National Parks and will be supported by third party partnerships, including renowned brands Olympus and Garmin, plus a ‘gift with purchase’ offer.
The campaign will be supported by PR implemented by Capitalize, which will include a media partnership with The Independent running throughout April.
The first part of Merrell’s initiative will begin in Blacks stores throughout the UK and includes the chance to win a family holiday to the Grand Canyon, with runners up receiving Olympus cameras.
Other mainstream outdoor retailers including Ellis Brigham, Go Outdoors, Nevisport and TISO, will run competitions with the chance to win an adventure holiday to Yosemite National Park and runners up will receive Garmin GPS systems.
In addition to the main promotion, all in-store Merrell purchases will be rewarded with a free branded water bottle and the campaign will be supported by retail point-of-sale featuring window displays and in-store advertising across 200 UK retailers.
This is the first ever sports and lifestyle promotion to achieve the ISP seal (theseal.org.uk). The seal has been developed by the ISP to protect and reassure consumers responding to a promotion and is only awarded to promotions deemed to comply with all current code and legal requirements of the marketing communications industry.
Jonathan Pennington, UK Marketing Managing, Merrell commented, “Merrell’s partnership with US National Parks is a great fit for the brand as it provides an aspirational reason for consumers to ‘Get Outside’ and encourages them to choose Merrell for their footwear and apparel needs – whether lifestyle beginners or performance based adventure seekers.”
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