The North Face to launch its first ever UK TV advertising
The North Face is to undertake a new marketing campaign which will include its first ever UK TV advertising.
‘Longer Days’, which promotes the brand’s spring ranges, is a fully integrated marketing campaign led by the core message “Longer Days Are Back”.
From 4 April to 28 June, the campaign will be divided into four activity periods which highlight The North Face’s outdoor sports categories of trail running, climbing, hiking and mountaineering.
The brand will also run a three-week TV campaign across a number of channels including ITV, C4, E4 and The Discovery Channel which will include its very first TV advert.
The £1.3 million above the line advertising will be supported by branded escalator panels, online advertising across specialist titles and a Facebook and Twitter paid for initiative.
Vicki Bohlbro, The North Face brand director, said: "We know that there is a very powerful insight that everyone looks forward to spring. The arrival of more daylight and longer days mean that we all have more time to do the things we love in the outdoors.
"As a brand, we want to not only inspire people to make the most of the longer days through our athlete stories, but also through enabling everyone to explore more through our 'Share how you are spending the longer hours' competitions."
The campaign will be complemented by in-store activity across The North Face stores and a photo competition where consumers can win daily prizes by sharing their exploration pictures online. In addition, the brand is launching an Explorer App where users can track their outdoor performances via GPS, share photos, and earn rewards through a series of outdoor challenges.
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