It seems to be a fast-growing trend in the outdoor industry to reach the general public through spots on television. Three big brands have just announced at once that they are going into TV marketing soon.
On March 19, Adidas went on the air with a new format of weather forecast on RTL, the big German TV station. “Sportwetter” (“sport weather”) is the name of the new concept, which highlights Thomas and Alexander Huber, the two top climbers who are sponsored by the Three Stripes. Through a split-screen, the viewer sees the weather forecast and the “Huber boys” in action simultaneously. The 21-second commercial was shot on the Spanish island of Mallorca. The campaign runs for 14 weeks on Thursdays and Fridays right before RTL’s main news at night.
RTL’s competitor, ProSieben, has selected Bergans of Norway as exclusive supplier of apparel. The license agreement is for several years and uses an integrated communication program, including ProSieben’s internet offer, television and events. The two new partners will cooperate at the beer brand Warsteiner’s “We love active winter” event in Ischgl, Austria. Bergans already had a deal with TV Norge, a Norwegian station, which is also part of ProSiebenSat.1, the big German operator of TV programs.
In the U.K., Regatta has invested £750,000 (€812,000-$1.03m) in the sponsorship of a prime-time television program, “Countrywise,” in which a reporter explores the length and breadth of the countryside in the U.K. “Countrywise” is presented by Paul Heiney on the ITV channel.
It was rare in the past that the outdoor industry advertised on television, with the exception of Jack Wolfskin, which has done so extensively for a couple years. Without giving numbers, one industry executive hinted that now is a better time than ever for TV campaigns: Due to the global crisis, advertising costs have been decreasing significantly over the past few months and are expected to continue going down for quite a while.