Berghaus Marketing Bonanza

A friend was recently barred from entering a pub (The Frog & Parrot on Division Street) in Sheffield for wearing a North Face down jacket. It was a battered old affair with leaking feathers and scuffed elbows. The official line by the doorman was ´No Berghaus, No North Face´. Eh? Ask any outdoor retailer what thieves go for and they´ll give the same two brands, the new planetFear shop regularly has unsavoury types coming in, presumably to case the joint, asking when the next shipment of black puffer jackets is due. Like it or not outdoor apparel has gone mainstream. Berghaus have decided to move away from the mainstream and return to their roots – designing a small, but highly technical range of clothing and equipment that has become their new Big Wall range. They?re launching a marketing campaign like no other. Around £500,000 worth to be exact. Following hot on the heels of Scarpa who last month launched a video ad for their new shoes featuring climber of the moment Dave MacLeod, Berghaus have gone bigger. Their ad features Berghaus public-icon Leo Houlding slacklining high above the Yosemite meadows, and is to be screened at Cinemas nationwide before the new James Bond film Casino Royal and All The Kings Men! You can check the advert out at the Berghaus Big Wall website. There´s also an interesting film on the making of the advert – no really, it is interesting! Berghaus remark on the Big Wall range as “although designed for the needs of extreme climbers like Houlding, the Big Wall collection is also aimed at the affluent, young male consumer who wants the combination of style and technical active wear, combining a love of outdoor challenges with urban living”. We are currently reviewing a number of products from the range and also have a Rak Bag to give away in next week´s competition. The Big Wall range will also be available at planetFear and it is impressive! Keep an eye out in the next week for the full range. ———————————————————————– If you have any news worth reporting please contact Matt – / 0114 2969114 ———————————————————————–