Outdoor Research offers up reindeer stew, homemade vodka - SNEWS

Outdoor Research offers up reindeer stew, homemade vodka

Outdoor Research Launches Fall 2012 Ad Campaign With Outlandish Incentives: From Russia With Suds to Chile for Churrasco, OR Urges, “Go Where Others Don’t”

SEATTLE, Wash (Sept. 28, 2012) – With a fan base unafraid to strike out and explore the world’s most rugged, remote places, performance apparel and gear manufacturer Outdoor Research knows its customers wouldn’t be put off by a little reindeer stew or a homemade vodka shot. In fact, they might even seek one of those things out. Or both.

That’s why OR is offering up a series of unique experiences, in the kinds of far-flung, wild places for which its gear is built, via redeemable ‘coupons,’ as part of its new Fall 2012 advertising campaign. Using the tagline “Go Where Others Don’t,” the campaign combines form and function to humorous effect.

The print and digital campaign created by agency TDA_Boulder is a wry presentation that highlights Outdoor Research’s style, functional product features and brand personality. Ads mash up beautifully shot, high-tech apparel with the lowbrow aesthetic of a coupon come-on as catchy copy explains why one needs to wear OR’s performance products to redeem wild global dares. For instance, the coupon in the ad showcasing OR’s sleek, black Axiom Jacket is “Good for 1 Yogurt Brew from the Shack Between the Military Barracks and the Goat Farm” in Terskol, Russia.

“Some say ‘when in Rome,’ but we prefer ‘when in Terskol,’” the ad’s fine print explains, “where a fermented brew is the perfect way to toast a night in the barrels and a climb up Elbrus.” It then details Axiom’s superiority as a storm shell for fast and light alpine climbs: The jacket (winner of Outside’s Gear of the Year) is built with waterproof, breathable GORE-TEX® Active technology.

Other ad executions feature equally exotic destinations and rare rewards: The Vanguard Jacket (a garment helpful for frolicking about glaciers) coupon can be clipped for a bowl of reindeer stew from the Magic Mountain Lodge in Lyngseidet, Norway. The voucher accompanying the Incandescent Hoody, a glistening-green down-filled jacket that the brand bills as its “ultra-warm insurance policy against the elements,” is “good for 1 shot of homemade vodka at the Vernadsky Research Base,” which apparently doubles as the world’s southernmost bar in Antarctica.

“The campaign is a tongue-in-cheek reminder that OR talks the talk, walks the walk and, simply put, makes the best gear on the planet,” says Executive Creative Director & TDA partner Jonathan Schoenberg, who shared creative director duties on the work with TDA partner Thomas Dooley. “No one is going to trek to Karimabad, Pakistan, just to try the Walnut Cake, but having tested its products there, OR knows it’s worth trying if you do. This campaign offers laughable incentives to get people to visit some of the most amazing, intriguing and obscure climbing and skiing locations in the world.”

While the copy is cheeky, Outdoor Research will actually honor any of the seven coupons from rugged, remote locations should thrill-seekers be inspired to redeem one: To cash in an ad coupon, an adventurer simply needs to post a photo of himself/herself enjoying the exotic reward on Outdoor Research’s Facebook page and the brand will make good on the offer. The print campaign will run through next spring and the media plan includes titles such as Powder, Backpacker, Alpinist, Backcountry, AMC Outdoors, Climbing, Rock & Ice, and Gripped.

About Outdoor Research

Outdoor Research® is Designed by Adventure®. We provide Innovation and Inspiration for the Relentless Adventurer. We develop innovative, functional, bomb-proof products that are beautiful in their simplicity. We are inclusive, inviting anyone who shares our passion to join our community. We’re independent, letting us strive to provide the best value to our customers, not shareholders. We are committed to our core sports: Alpinism, Ice Climbing, Hiking, Paddling, Trail Running, and Backcountry and Sidecountry skiing. We’re a member of the outdoor community, and we listen to, value and empower each other and our fellow adventurers. We’re growing, both as a company and as individuals. And we’re having fun along the way.


Outdoor Research wins ISPO award for Fall 2012 marketing campaign

Seattle, Wash – For Outdoor Research, the mission is all about building gear that allows everyday adventurers to find themselves in unexpected, remote places. That’s also the theme of the company’s Fall advertising campaign, ‘Go Where Others Don’t,” an ad campaign that, at the ...read more

Outdoor Research teams up with expanded San Juan Mountain Guides

Seattle, Wash., and Ouray, Colo. (Oct. 30, 2012) – In a new partnership with one of the country’s leading mountain guide services, Outdoor Research, the independent, Seattle-based manufacturer of outdoor apparel and accessories, will team up with San Juan Mountain Guides. The ...read more

Backpacker gives Outdoor Research accolades in five categories

SEATTLE, Wash. (Nov. 1, 2012) – In its fall 2012 buyer’s guide, Backpacker Magazine bestowed accolades on outdoor apparel and accessory brand Outdoor Research in five different categories – Best All Around Hardshell, Ultralight Warmth in insulation, All-Purpose Softshell, Warmest ...read more

Outside Magazine gives Outdoor Research 2012 Gear of the Year Award

SEATTLE, Wash. – In the Spring 2012 Outside Magazine Buyer’s Guide, Outdoor Research, a leading independent manufacturer of outdoor apparel and accessories, won the 2012 Gear of the Year Award in the jacket category for its Axiom, a new 13.3-ounce, stretch Gore-Tex Active Shell ...read more

Outdoor Research Announces Sponsorship of Outerlocal Summer Games

SEATTLE, Wash. (July 3, 2012) – Outdoor Research, a leading independent manufacturer of outdoor apparel and accessories, is the presenting sponsor of the inaugural Outerlocal Summer Games taking place on July 7. This Saturday, the local hill of Jackson Hole, Wyo., Snow King ...read more

Snow King Mountain inks partnership for uniforms from Outdoor Research

Seattle, Wash. – Snow King Mountain in Jackson, Wyo., embodies the spirit of the “town hill,” the kind of ski area that touches every level of a skiing community. On any given day, people on the hill range from high schoolers and professional-level racers who are training to ...read more

Outdoor Research Lodestar wins Polartec APEX award

SEATTLE, Wash. (June 19, 2012) – Outdoor Research, a leading independent manufacturer of outdoor apparel and accessories, this month won a Polartec APEX Award for its new Lodestar Jacket and Pant, which pioneers the use of Polartec’s innovative new Power Shield® High Loft fabric. ...read more

Outdoor Research hires new Alberta sales representation

Outdoor Research, a leading, independent manufacturer of outdoor apparel and accessories, this month hired John Pettigrew as its sales representative in the Alberta region of Canada. Pettigrew will work toward growing Outdoor Research sales in the region working with Outdoor ...read more

Outdoor Research named 2012 Innovator of the Year

SEATTLE, Wash. (April 30, 2012) – Outdoor Research, a leading independent manufacturer of outdoor apparel and accessories, this week was named Washington state 2012 Innovator of the Year in the large company category by a panel of seven judges assembled by Seattle Business ...read more