Sunderland-based outdoor brand Berghaus has revealed the first details of a multi-million pound UK advertising campaign to launch this September across the press, on demand, digital radio and TV.
The campaign will highlight the role of the outdoors as an antidote to the stresses of modern life. Advertising will be the first phase of a sustained five-year marketing initiative to drive brand awareness and business growth.
Developed with the agency VCCP and delivered through MediaCom, the campaign positions Berghaus as the brand that can take consumers on the journey from the superficiality of modern living to the sublime canvas of the outdoors.
The campaign is part of a major long-term marketing communications initiative, informed by extensive insights into the changing consumer relationship with the outdoors and what motivates people to participate in outdoor activities.
Chris Tattersall, head of brand management at Berghaus, said: “We’re really passionate about the outdoors and we want to use that passion to inspire more people to get out. This is the most ambitious and large-scale advertising campaign in the history of Berghaus – we believe that it’s bigger and bolder than anything else that consumers will have seen from an outdoor brand in the UK and we’re very excited about its potential.”
Katie Greenyer, creative talent and network director at Pentland Brands, added: “The exhibition’s ‘Emotional States’ theme taps straight into an aspect of Berghaus that we have been exploring a lot recently. At the heart of the brand is a deep love of the outdoors and encouraging us all to get outside and enjoy experiences that can be genuinely life-changing.
“Through the London Design Biennale installation, we’ll invite visitors to explore their relationship with everyday life alongside the benefit of escaping outdoors.”