MERCADEO Versión en español
The North Face implements a new marketing strategy for the entire year
Manuela Walfenzao| 15 de abril de 2015
La nueva campaña se dirige a las personas que entrenan durante todo el año
The North Face, the clothes and sports and outdoor hiking garments brand has a new campaign, aimed at people who train all year round. Usually, the brand invested its efforts in autumn and winter, when these sports are more frequent. The campaign titled I Train For came out on Tuesday 14th and its goal is to promote the sales of the active line for day to day and mountain athletics.For the first time, the brand is making a strategy for the entire year. The change is the result of a new approach that shows North Face more like a brand for active people than for outdoor sports. For Todd Spaletto, president of the company, “it is important to maintain the essential connection with consumers all year round”.The campaign, created by Mekanism, is the second biggest investment in advertising for the brand. The campaign Your Land, which started last Autumn has been the biggest and was born in the aim to create an emotional connection with consumers and their need to explore and discover new lands.The effort includes a 30 second commercial for TV, presence in print media, social networks, and digital elements such as the sponsorship of the application fitness by Xbox and a music list generator in Spotify. The brand also allied with the November Project organization to sponsor outdoor trainings in several cities in the USA.
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