Helly Hansen to Promote Norwegian Fjords Worldwide

Leading outdoor brand Helly Hansen joins forces with tourism board Fjord Norway to promote outdoor adventures in the Norwegian fjord region

In a fully integrated communications campaign, outdoor brand Helly Hansen and Fjord Norway teams up to give consumers from around the world the opportunity to experience one of the world's most spectacular destinations. The campaign builds on the ”Helly Hansen Catwalk” theme, by offering consumers the chance to win a trip to the ”catwalks” of Fjord Norway. The campaign kicks off in August 2012 and will, among other things, feature a breathtaking presentation of Norway's western fjords as a catwalk for Helly Hansen.

“We're humbled to have the fjords region in our backyard and are extremely excited to be partnering with Fjord Norway,” said Erik Burbank, vice president of marketing for Helly Hansen. “The fjords are recognized as one of the world's greatest outdoor destinations and are the perfect place to experience the Helly Hansen lifestyle. We are extremely excited to be able to share that experience with consumers from around the world.”

The initiative will consist of a global consumer marketing campaign including activities, such as in-store promotions in Helly Hansen stores, special-made product packaging and competitions where consumers can win both a trip to the fjord region as well as Helly Hansen's latest outdoor clothing and technical gear. The campaign will utilize a wide variety of channels, including travel, outdoor and lifestyle magazines, digital media outlets and social media.

“We are delighted to be able to secure this partnership with Helly Hansen,” said Kristian B. Jørgensen, CEO of Fjord Norway. “As the leading Scandinavian outdoor brand, Helly Hansen represents the perfect balance of performance and style. The partnership and this campaign will further strengthen the fjord regions position as a premier destination for those looking to experience the world's most beautiful travel destination.”

For more information, please contact:
Joumana Løvstad
Helly Hansen Global Marketing & Communication Manager
+ 47 90 71 53 93

Henrik Juel Teige
Gambit Hill & Knowlton
e: henrik.teige@hillandknowlton.com
+ 47 90 73 86 76

About Helly Hansen
Founded in Moss, Norway, in 1877, Helly Hansen continues to protect and enable professionals making their living on oceans and mountains around the world. Their apparel, developed through a blend of Scandinavian design and insights drawn from living among some of the harshest environments on earth, helps provide the confidence professionals need to step out into the elements and get their job done. The company invented the first supple waterproof fabrics more than 130 years ago, created the first fleece fabrics in the 1960s and introduced the first technical base layers made with LIFA Stay Dry Technology in the 1970s. Today, Helly Hansen is the uniform choice for more than 15,000 ski resort and mountain guiding professionals around the world. The brand's outerwear, base layers, sportswear and footwear for winter, outdoor and water sports are sold in more than 40 countries.