Manchester outdoor clothing brand Regatta Great Outdoors is set to launch its AW24 campaign, When Warmth Matters, on October 21.
The campaign includes investment in OOH, digital, social channels, retail window displays at selected Regatta stores and, for the first time, Video on Demand (VOD), where the brand is leveraging Sky AdSmart to enhance visibility and reach its targeted audience.
Produced by MediaCityUK-based Velvet Film Productions, with DOP Jonnie Lewis and stills photographer Euan Myles, the campaign has been brought to life following the appointment of Regatta’s new marketing director, Helen Monks.
Anchored by the tagline “When Warmth Matters…Think Regatta,” the ad sees families, a couple and adventurers in every day scenarios wrapping up warm in Regatta gear to enjoy more time together in the outdoors. Shot on location in North Berwick, Scotland, the OOH and VOD activity has an estimated impressions value of over 50 million.
Monks said: “The ‘Welcome to Warmth’ campaign reinforces Regatta’s reputation as the leading outdoor family brand, helping everyone to enjoy the outdoors, no matter what the weather. With our new investment in VOD, we’re extending that promise to even more people. Whether it’s sharing moments with loved ones or embracing the elements, Regatta’s trusted products will keep you warm, allowing you to create lasting memories in the great outdoors.”
The Welcome to Warmth campaign will feature 30-second ads airing on Sky AdSmart in the BARB Granada region and the South Lakes local authority area, starting on October 21. The campaign will also stretch into influencer activity and social media ads.
Regatta Great Outdoors is one of the UK’s most recognisable outdoor brands, providing quality outdoor clothing, footwear, camping kit and accessories. Regatta aims to be accessible to every person looking for outdoor adventures ensuring that it stays true to its promise of ‘Enable people to have good times outdoors and enjoy it their way
