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The North Face and Timberland – PR, digital and experiential store launch

When The North Face and Timberland came together to launch the ultimate lifestyle store in Guildford, they chose The View to promote the opening. The jointly branded shop is based at the top of town, so it was key to encourage up-front footfall and one-to-one engagement to create a real buzz - particularly as this is an area with low-impact traditional media.

Implementation & results

The View created and implemented a high profile event, accompanied by experiential and social media activity, with a little traditional media thrown in. Building a local fan base was also on the agenda so datacapture opportunities were crucial.

We needed to attract a large, good quality crowd to the store… and fast! So we partnered with Guildford Book Festival (25th anniversary) to offer a fun, different venue for an ‘outdoorsy’ author. The View secured national treasure Griff Rhys Jones, gratis, to launch his new book. We arranged every single aspect of event, which attracted over 100 paying attendees in just over two weeks – a sell-out performance!

To showcase the latest technical performance kit, our Himalayan hit-squad descended on Guildford roped together in extreme mountaineering gear for a impactful experiential campaign, which also included a Guildford station takeover from dawn to dusk, complete with competitions and instant wins.

The View’s digital team set-up and managed a local social media blitz for The North Face – connecting with sports and outdoor clubs and local influencers to spread the word during the launch period.

Importantly, we also built an extensive database for future marketing activity to nurture consumer loyalty and entice shoppers back time and time again.

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