Walking 2008
This campaign was targeted to the new entrant and general walker and the aim was to influence a walking interested audience to visit Cotswold Outdoor and consider adding to their kit for walking related activities. Selling walking boots is one thing, selling the essence of walking is another. We decided that the latter was the way to go in order to gain stand out in this crowded and rapidly growing sector of the outdoor market.
We needed to create an appreciation of Cotswold Outdoor that their expertise in walking is accessible and of interest whether walking for the customer means a stroll in the woods or rambling across the moors.
How? By exploiting an essential truth: thinking and walking is healthy for the mind and body. Many people don't give themselves time to think or talk. Walk and you can do all 3. If you're not sure how to start, Cotswold Outdoor and their partners have advice and kit to get you outdoors, walking and thinking. Nietzsche, Dickens, Wordsworth, Hippocrates and Aristotle can't all be wrong.
'Let Your Mind Wander' used high impact visuals to draw in the audience in the press, store windows and online.
This campaign attracted readers who were both new to Cotswold and familiar with the retailer. In addition we increased brand awareness whilst communicating the essence of walking.