Goretex eVent
What was the start point?
Originally a key market to Cotswold, the specialist mountaineer was in danger of being alienated by Cotswold's foray into the wider, less specialised outdoor market.
What was the real question?
How do you talk to the specialist mountaineer to maintain credibility?
What was the answer?
To engage and re-establish brand credentials in this niche sector Cotswold entered a debate that was raging in the mountaineering community; what's the safest and most appropriate outer layer clothing for ascents?
Technological advances in clothing fabric for mountaineering gear lead to a hot debate in the mountaineering community; whether a new GoreTex fabric or a new fabric designed by eVent was best.
The debate was current and heated at the time that the 'Which Route' ad ran in the specialist press; it offered mountaineers, of any level, the opportunity to get sound advice on which equipment they should choose dependant on which climb they were planning to attempt.
All routes up the Matterhorn that you see on the ad are real climbing routes; imperative if the ad was to appeal to serious climbers.
How effective has the Mountaineer campaign been?
Cotswold Outdoor still maintains its position as a place for serious climbers to get their gear. Proper kit, dealing with not only getting you up mountains, but more importantly to bodies like the BMC (British Mountaineering Council), getting you back down safely, still forms over 10% of the product range in Cotswold Stores. Given the rate of expansion, holding onto this territory is no mean feat, and their recent partnership struck with the Duke of Edinburgh awards underlines this maintainable position.