MIDDLEBURY, CT, January 24, 2008 â€“ The TimexÂ® ExpeditionÂ® brand is launching a much anticipated â€˜Return to the Outdoorsâ„¢' campaign in conjunction with the 2008 Winter Outdoor Retailer Show in an effort to inspire Americans to get outdoors and reconnect with nature.
â€œAs work hours and commutes grow longer, and online activities and video games continue to capture the attention of future generations, the outdoors has become a distant memoryâ€”or even a foreign landâ€”for many,â€ said Heberto Calves, Vice President of Marketing for Timex. â€œThe goal of this campaign is to reestablish a balance of indoor and outdoor activities for people who feel they spend more time navigating traffic jams than outdoor adventures.â€
As a part of the campaign, Timex will leverage partnerships with The Conservation Alliance and world-class alpinist and rock climber Conrad Anker through a series of inspirational films, contests and online campaigns designed to help people make the outdoors more accessible and better integrated into their everyday lives. Each film will feature an outdoor icon sharing early memories of outdoor adventures and experiences that shaped his or her outlook on life.
â€œI applaud Timex for encouraging Americans to reconnect with nature,â€ said Conrad Anker, a Timex spokesperson and Conservation Alliance board member. â€œIt is essential that people of all ages connect with the outdoors, for themselves and for the world we all inhabit.â€
For more than 150 years, Timex has provided innovative, well-designed, affordable and reliable timepieces. Today the watch manufacturer builds timepieces for the world's most accomplished outdoorsmen and millions of outdoor enthusiasts nationwide.
Timex Expedition watches were derived from virtually indestructible 1960s infantry watches and adapted to meet the explosive growth in popularity of outdoor activities. In the late 1970s, Timex introduced a popular camper watch that featured army green and canvas styling.
Taking both styling and material cues from outdoor gear and apparel, the casual but functional collection expertly captured the essence of the outdoor lifestyle. In doing so, it effectively defined and created a new watch category. The brand collection currently includes a range of watches from classic everyday styles with outdoor cues to advanced technology for outdoor adventurers.
â€˜Return to the Outdoors' Online Contest
Starting Feb. 2, people will have a chance to win outdoor adventure prizes and Timex Expedition watches through a promotion on www.returntotheoutdoors.com. Participants can enter to win by sharing their story on how the outdoors became an important part of their lives. Submissions, which can be in multimedia or text format, will be voted on by visitors to the website. Each of the two categoriesâ€”multimedia and textâ€”will have one grand prize winner, seven finalists and 32 semi-finalists.
About Conservation Alliance
The Conservation Alliance is an organization of outdoor businesses whose collective contributions support grassroots environmental organizations and their efforts to protect wild places where outdoor enthusiasts recreate. Alliance funds have played a key role in protecting rivers, trails, wildlands and climbing areas. Since its inception in 1989, the Alliance has contributed more than $6 million to grassroots environmental groups. Alliance funding has helped save over 38 million acres of wildlands; stop or remove 26 dams; and preserve access to more than 16,000 miles of waterways and several climbing areas. For complete information on the Conservation Alliance, see www.conservationalliance.com.
Timex Corporation is the nation's leading watch manufacturer. With a large and varied line of watches, Timex has the style for everyone -- from the locker room to the board room. Timex is committed to developing ergonomic, comfortable, durable and fashionable watches with innovative features that enables customers to meet their performance and lifestyle expectations. Timex products are sold throughout the globe at your favorite sporting goods store and many fine department stores or by visiting www.timex.com. Timex products can be found on the wrist of many great athletes competing in IronmanÂ® events world-wide.
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Catalyst - April White/Ken Mandelkern