The OIA has officially announced the launch of the Britain on Foot campaign, which aims to get more people active and engaged with the outdoors.
The plan is to launch the campaign in October at Westminster, where it will receive high profile backing from the British Mountaineering Council (BMC) and the Mountaineering All-Party Parliamentary Group, with Labour MP John Mann and Tory MP David Rutley hosting the event.
A spokesperson for the OIA said: “The formal launch is being supported by the BMC and will be preceded by a high profile media event on the morning of the same day, designed to put the outdoors firmly on the general public’s radar.
“Britain on Foot is a call to action to get the British public fitter, healthier and happier in the great outdoors. Everyone can be involved no matter their age, ability or financial status.”
The plan is to start by encouraging people into the outdoors to go walking and then expand into other activities, such as mountain biking and climbing.
This is an ambitious plan and one which we hope the whole industry will back. Success will depend on two things; an effective marketing campaign that will engage and excite consumers, combined with solid financial backing from the industry to give the campaign real momentum. This is a great opportunity to promote outdoor, leisure and we wish the OIA every success.