Craghoppers launched a new collaboration with Levison Wood and asked for Boutique’s help in bringing it to life
Already a popular outdoor clothing brand, Craghoppers wanted to build upon the established brand with unique ambassador partnerships. The client asked us to promote their new collaboration with Channel 4’s Levison Wood along with showcasing their new travel and spring/summer range.
We strategically activated Craghoppers’ collaboration with Levison Wood via a media partnership, harnessing the audience, credibility and travel journalism of a reliable news brand
The Daily Telegraph was the perfect partner to execute this, we were able to extend the reach of the campaign to tap into their 88 million monthly users and 490,000 print circulation. The campaign ran for 6 weeks across the Telegraph’s print edition and website within a bespoke-built Craghoppers online hub.
The campaign centred around a series of creative films, developed from conception to execution by the Telegraph’s awesome video production team.
The hero centrepiece saw Levison tackling some of the most breath-taking walks within the Peak District. The film also served as a character portrait of Levison, revealing the motivation behind his infamous walks. This was followed by a sequence of shorter ‘how to’ films, educating the viewer on what to wear for a hike, essentials to have in your rucksack and how to plan your journey. These films were activated on the online hub and featured on the Daily Telegraph’s new video section of its site. The online hub featured a series of bespoke written pieces, including some of the world’s most epic walks, along with an interactive shareable quiz, and a big-ticket competition to win a trip to walk the Himalayas.
Danny Heaton, Head of Marketing at Craghoppers had this to say
“The campaign from initial conversations to completion was handled brilliantly by Boutique. We were really pleased with the overall look and feel of the campaign and felt it represented the Craghoppers brand perfectly. The video content with Levison was great and testament to the strategic creativity of the media partnership with the Telegraph, allowing effective execution of our cross-platform campaign.”
