Columbia has launched their biggest marketing campaign in the UK.
The global brand for outdoor apparel, footwear and equipment has has begun it’s first wave of their program with a national-out-of-home adevertising campaign.
It’s aimed at delivering Columbia’s Tested Tough brand promise to outdoor enthusiasts across the UK.
That promise means that if, and only if, a Columbia product can handle the very toughest of conditions will it receive the Tested Tough seal of approval.
The brand, from Portland, Oregon, Columbia has been making apparel and footwear to keep you warm, dry, cool and protected since 1938. At the helm for over 40 years, Columbia’s Chairman, and “Tough Mother”, Gert Boyle has overseen the company become one of the leading outdoor brands worldwide.
Combining a range of out of home and digital displays across six of the UK’s largest cities including London, Manchester, Liverpool and Birmingham the campaign will commence imminently and is expected to reach over seven million people in the UK.
Eóin Treacy, sales and marketing manager Columbia UK, said: “This is the first phase of the biggest and most sustained dedicated marketing program the company has ever undertaken in the UK. We’re confident this campaign that speaks to our core values will resonate strongly with outdoor enthusiasts in the UK and result in a significant increase in awareness for our core consumers.”
The Tested Tough brand campaign is running alongside several other strategic alliances the Columbia brand has set in place to build long-term awareness.
These include a presenting partnership with the UTMB, the world’s most iconic mountain race series and a global partnership with Manchester United, as the Official Outdoor Apparel Partner.
In addition, Columbia will also shortly be announcing their latest Directors of Toughness, two full-time positions to test Columbia product tough. Two successful candidates, picked from four casting calls in the USA, Canada and the UK will be embarking on a nine-month adventure, testing Columbia products in the harshest environments on Earth.
