Berghaus, a Pentland Brands Limited company, has revealed the first details of a UK advertising campaign to launch this September.
The campaign will highlight the role of the outdoors as an antidote to the stresses of modern life. Developed with the agency VCCP and delivered through MediaCom, the campaign positions Berghaus as the brand that can help consumers get 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. Advertising will go live across the UK on Monday 10 September and will be the first phase of a sustained five-year marketing initiative to drive brand awareness and business growth.
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.”
The September launch of the new Berghaus campaign will be marked with an installation at the London Design Biennale in Somerset House from 4-23 September, led by Katie Greenyer, Creative Talent and Network Director at Pentland Brands. The exhibition will showcase campaign messages that align with that event’s theme, ‘Emotional States’, transporting people from the stresses and chaos of modern life to the beautiful, tranquil canvas of the outdoors.
Katie Greenyer said: “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.”
To find out more about Berghaus, visit www.berghaus.com.