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(May 5, 2008) - Boulder Colo. (May 5, 2008) – Sierra Designs has been
pushing ahead with the brand repositioning initiated at Outdoor
Retailer Winter Market with a new integrated, multi-channel marketing
campaign that addresses outdoor enthusiasts from all generations.
The company is getting its message of authenticity, experience and
passion for the outdoors out through traditional grassroots marketing,
athlete sponsorships, social media outreach, creative partnerships with
print media, and new POP messaging.
"The world of marketing is changing almost daily, especially with
new developments in the social media realm. We feel that it is
important for Sierra Designs, as a brand and as a progressive company,
to stay ahead of the curve," said Kristine Carey, brand manager for
Sierra Designs. "These new efforts will reinforce Sierra Designs as an
authentic outdoor brand with our existing customers and with the next
generations of outdoor enthusiasts."
Last year, Sierra Designs was a key sponsor of Chris Warner's
successful bid for the summit of K2, the deadliest 8,000-meter peak in
the world. During his expedition, Warner used Sierra Designs sleeping
bags and tents in some of the most extreme high altitude environments
on the planet. This year, Warner is touring and telling of his
exploits, which were captured in detail by an NBC Sports' camera team.
His presentation, which he calls, "K2: The rest of the story," outlines
the unique challenges Warner and his team of climbers faced on their
summit quest.
This year Sierra Designs will be supporting Warner's summit attempt
on Nanga Parbat. As part of their expedition support efforts, the
product development team at Sierra Designs created a Nitro 0 that
weighs less than three pounds for the team.
To complement this, Sierra Design is sponsoring the 2009 Save the
Poles Expedition. Led by renowned explorer and adventurer Eric Larsen,
this expedition will commence an unprecedented journey to both the
North and South poles and Mount Everest in one 365-day push. This
effort has never been accomplished within a one-year period and only
successfully completed by 15 people, none of whom are Americans. The
expedition to the three "poles" – the top, bottom and roof of the world
- will take the team to some of the most extreme places on earth while
testing Sierra Designs equipment and apparel.
While these three areas are some of the most rugged, uninhabitable
places on the planet, they are also among the most vulnerable to global
warming. Part of the objective behind Save the Poles – and the reason
behind Sierra Designs' involvement - is to promote clean energy
solutions, and advocate strategies for reducing carbon emissions.
Both the Shared Summits and Save the Poles outreach efforts prove
the viability of Sierra designs gear in some of the most rugged
environments in the world. On a more local level, Sierra Designs is
partnering with the Women's Wilderness Institute to create the
Backpacking Basics for Women clinic series. These clinics are designed
for women by women specifically for Sierra Designs' retailers. The
series will begin in June and will be hosted by dozens of Sierra
Designs retailers across the country.
In addition, Sierra Designs will continue its grassroots marketing
efforts, attending events like Appalachian Trail Days, in Damascus, Va.
Sierra Designs will host a tent pitching competition and a sleeping bag
potato sack race.
As part of Sierra Designs' social media outreach efforts, the
company is reaching out to younger generations through it's company web
portal, www.SierraDesigns.com and other social media sites, like
facebook, Stumbleupon, and Digg. These efforts are being supported with
contests and original content about Sierra Designs and their team of
athletes. Sierra Designs is also focusing on authentic bloggers and
niche on-line media outlets in addition to their existing PR efforts.
In April, Sierra Designs will partner with Backpacker Magazine to
create a new integrated on-line and print contest collaboration. The
Gear-ologist promotion will invite Backpacker's readers to "Get your
advanced degree in product testing" by submitting 250 word essays
explaining why each one should be the next Sierra Designs Gear-ologist.
Finally, Sierra Designs is taking this messaging to the retail
floor with a complete re-design of the brand's POP fixture. In addition
to the message of authenticity, experience and passion for the
outdoors, the new POP fixture reflects Sierra Designs Green Effect
program by using reclaimed cedar wood, steel that was recycled with
reduced energy and water use, solvent-free powder coating, and 100%
recycled fabric. All of Sierra Designs' hangtags and packaging are
updated with the new creative from the F08 workbook, which is also
loaded with information to be the silent selling tool.
These initiatives work together to reach out to consumers directly,
through the media, and on the retail floor. At each point, Sierra
Designs is able to tell its unique story of authenticity, experience
and passion while communicating its environmental ethos at the same
time.
About Sierra Designs
Founded in 1965, at the beginning of the golden age of backpacking
and climbing, Sierra Designs is one of the original brands for the
eco-conscious outdoor enthusiast. We have always had a passion to
protect where we play, and our tents, sleeping bags, and apparel have
been to every corner of the world, from the highest peaks in Tibet to
your local greenway around the corner. We model and design our products
for high performance adventurers, but make it attainable for you.
Sierra Designs' gear and apparel fits in with your daily life, no
matter where it takes you. Visit us online at SierraDesigns.com or see
us on Facebook.
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