The campaign launched by the European Outdoor Group (EOG) to support outdoor participation, #itsgreatoutthere, has achieved much more exposure than anticipated. The organization estimates that it reached more than seven million people and probably 15 to 20 million taking into account the exposure of the initiatives launched by partner brands and retailers.
Targeting European consumers, the campaign was launched in July at the OutDoor fair in Friedrichshafen and built up to the European Week of Sport (EWOS) that was held for the first time in September. The event was launched by the European Commission, which teamed up with the EOG to turn outdoor into one of the four key topics during the EWOS and organize an Outdoor Day.
As part of the #itsgreatoutthere campaign, outdoor enthusiasts were encouraged to share comments, pictures and videos relating to outdoor activities on social media. EOG member companies supported the campaign through their own social media platforms and in their stores, and by supplying over €20,000 worth of outdoor product prizes. Outdoor athletes also played a key part in engaging with the public.
The campaign was led by an advisory group comprising executives from companies such as Sport 2000, The North Face, Marmot, Fjällräven, Merrell and Ortlieb. The implementation was driven by Mathias Basedow, the EOG's outgoing marketing and communications manager. The exposure was achieved with a limited budget and little preparation time, underlining the impact of campaigns that are widely embraced in the European outdoor industry. The advisory group will convene at the European Outdoor Summit in Sheffield this week to plan the next steps.