Our Benelux client The North Face and trail running – they’ve been going hand in hand for more than fifteen years. This doesn’t just mean that the outdoor clothing brand offers the optimal equipment for running in nature, but also that it organizes an annual ultimate trail run: the North Face Lavaredo Ultra Trail. A great event with competitions of 120, 48 and 20 kilometers in the Italian Dolomites. In short: a beautiful opportunity for a super interesting target group: the trail runners. The North Face asked LVTPR to convince five influential Benelux top journalists to sign up for the competition. And, of course, to write about or film their experiences – from preparation process to the race and recovery afterwards.
This sporty challenge was gladly accepted by LVTPR. IJze, one of our Dutch consultants, is an enthusiastic runner himself, and was exactly the right person for the job. His great contacts and interests resulted in the people behind Trail-running.eu and Outside Magazine, and vlogging runner Annemerel.com ending up on the sign-up sheet of one of the three races. And during the lobby, IJze became so excited that he decided to partake in the twenty kilometer competition himself. Although not without Michel, one of The North Face’s copywriters and runner. Did the height of those Dolomites scare them off? Definitely not.
In Belgium, too, our team convinced Emmanuel Huet of L’Avenir and Dirk Van Thuyne of Running.be to sign up for the longest distance of the Lavaredo Ultra Trail. Equipped with a The North Face clothing kit, they traveled to Italy.
We accompanied the media in Italy, provided the needed The North Face clothing and shoes, and made sure nothing stood in the way of delivering a perfect performance. This resulted in tired legs among the candidates, but also in fantastic pictures, videos and stories. About the race, but also about our client, The North Face. In the Netherlands, Annemerel.com published three vlogs about her adventures, and she wrote a column in the newspaper Metro. Outside Magazine published a story in their print magazine. Trail-running.eu even adapted its Facebook header for the Lavaredo Ultra Trail. Not to mention the many posts on Instagram, YouTube and Facebook that were published by a variety of media. In Belgium, the successful participation of two journalists resulted in a (French) story on L’Avenir and a four-page article about the trail in Running.be Magazine, including a review of The North Face clothing. Oh, and in case you were wondering if our two LVTPR contestants made it across the finish line? Yes, they did.