Our client The North Face is well-known for its outdoor clothing and products. However, it’s the extreme expeditions and adventures that put the brand on the map. Which is why the company works with the very best mountaineering, rock climbing, trail running and snowboarding athletes. But in a country as flat at the Netherlands, most of these sports don’t have as much of an impact. So The North Face turned to LVTPR. One of the strategic challenges: how can we put our athletes, expeditions and expertise on the Dutch map as well?
To tackle this challenge, LVTPR used varying types of local branding, which enabled us to figure out how to translate the client’s international objectives into local campaigns. One of those campaigns was a collaboration between The North Face and Campspace, an organization that uses its annual Camp the Night festival to discover uncharted camping spots. This festival simply couldn’t ignore the brand that is known for outdoor and adventure. During Camp the Night 2018, the Euromast tower in Rotterdam was one of those unique, uncharted camping spots.
The North Face and Campspace talked to our PR experts to make sure this highest camp site of the Netherlands would be featured in a local story in different media outlets, naturally referring to our client The North Face. Because of our well-established relations with large Dutch media outlets, we were able to invite them to join us in camping at a 155-meter height.
ELLE, Glamour, Metro and the Telegraaf didn’t stay for the camping experience, but they did write a great story about the event. With this activation, The North Face set out to look for the unknown in the Netherlands, and found it. The brand also was able to show its mountaineering expertise to all of those living in the Netherlands.