Apr 1, 2014
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The North Face springs ahead with biggest ad campaign for Europe, "Longer Days"

Apr 1, 2014

To celebrate the return of spring, The North Face is pulling out all the stops in its largest European campaign to date, combining visual advertising and online apps and contests.

The North Face has created a highly visual campaign to promote outdoor activities.

The effort promises a unique experience to customers through a 360-degree marketing campaign. The promotion runs from April 4 to June 28 in four stages that highlight the outdoor sports North Face is famous for: running, hiking, rock climbing and mountain climbing.

A TV campaign will hit airwaves for two weeks in the U.K. and Germany — 800 commercials that are expected to reach more than 100 million viewers in those markets.

The campaign will rely on traditional and online media in eleven other European countries. The North Face's eighty-four single-brand stores across Europe will also play a key role, especially in London and Milan, where launch events will be held.

And to encourage its customers to get outdoors, the world's leading distributor of outerwear has launched two online initiatives that went live March 29.

The first one, "Explorer," is a photo contest aimed at the broader market that gives participants the chance to immortalize their peak moments outdoors and win prizes each day by sharing their best adventure photos on the website Longerdays.thenorthface.com or through the hashtag #LongerDays.

The second online component is the campaign's "The Explorer App." Designed for active fans, the app lets them monitor their sports performance via GPS, share photos and win prizes through a series of challenges. It will be available in thirteen European countries, with weekly prizes for the best explorers and a grand prize for the best one overall in late June.

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