Monday
Nov302009

Great Outdoors Beckons Couch Potatoes, Enthusiasts

Hikers share outdoor experiences in REI TV spot.November 30, 2009: Recreational Equipment, Inc., a national outdoor retail co-op based in Seattle, has unveiled a multi-media campaign that will include the company's first TV spots, in addition to print, radio, Internet and POP. The campaign, "Find Out," is designed to "portray the outdoors as a place to build community while demonstrating that outdoor recreation is an activity everyone can enjoy."

Two TV spots will air in eight target markets — Atlanta, Boston, Chicago, Denver, Portland, Ore., San Francisco, Seattle, and Washington — on network and cable now through Dec. 24, including Discovery, National Geographic, TLC, Planet Green, Travel Channel and ESPN; as well as online at Hulu.com and REI’s You Tube brand channel, www.Youtube.com/user/reifindout. Lead agency is BBDO, Atlanta.

In "Fine Dining," two hikers are enjoying a peanut butter sandwich at night on a mountaintop. A voiceover offers, "Even the finest 4-Star Restaurant is no match to one with four million stars. Gear up for the great outdoors at REI." In "Hikers," six people are sharing food and conversation during a rainstorm under the shelter of a huge overhanging rock. When the rain stops, one says, "Guess it's time to go." They split into three different groups, apparently having just met during the storm. A voiceover says, "If you want to make instant friends, just add water," following by the REI tag. The spots were directed by Jake Scott, son of famed Hollywood producer/director Ridley Scott (Alien, Blade Runner, Gladiator).

“Our new ads capture the co-op’s love of the outdoors and our desire to share that love with others.,” Tom Vogl, REI vp-marketing, said in a statement. “We hope viewers find them inviting, fun and authentic, and that they are motivated to spend more time in the outdoors."

REI, founded in 1938, has more than 110 stores in 27 states and Washington, D.C. Items include apparel, footwear, bikes, luggage, backpacks and electronics.


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