GO Outdoors is a leading national retailer of outdoor gear. From kayaking to coastal walking and everything in between, they pride themselves on offering a range of products suitable for all ability levels and price ranges.
After spending three years redeveloping their tent offering, Pelican was approached to promote the new range to a national audience.
To get the media excited about tents, Pelican devised a research-led campaign that would reveal the nation’s camping IQ. Surveying over 2,000 adults, we tested their knowledge, abilities and willingness with regard to sleeping under canvas.
When the results showed that only 9% of the UK felt totally confident pitching up and (bed) rolling out, a radio day was scheduled so that GO Outdoors could offer advice on camping, reference the range of tents available and position themselves as the leading tent and camping equipment expert.
Teaming GO Outdoors’ tent buyer, Nick Langdon, with wild camping expert and Travel Channel star, Jo Sinnott, several national, regional and local radio interviews were arranged, paying particular attention to the areas where GO Outdoors stores were located. Carefully timing the campaign to launch at the start of festival season added extra weight, making the proposition irresistibly newsworthy.
The radio day was a great success. The lively and conversational pieces saw the pair discussing topics such as why camping is experiencing a resurgence and top tips for keeping food fresh. Nick and Jo were also able to reference the GO Outdoors website in the interviews, making it easy for listeners to get more information and shop the range of tents.
As the majority of interviews also featured on a station that broadcast to listeners within a five-mile radius of a Go Outdoors store, the targeted campaign was sure to increase sales ten(t)-fold!