Outdoor org starts £100k ad campaign to get FMD-scarred Brits back into the countryside

The Outdoor Industries Association has produced a range of 'Let's get the country back on its feet' adverts which will start appearing in the national press from this weekend
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The OIA is not a large organisation, nor a fantastically well funded one, but it has an enthusiastic and proactive board made up of outdoor industry executives (both retailers and suppliers), and a hard-working, forward-thinking secretariat. It has shown its mettle during the foot-and-mouth crisis.

This weekend the organisation is to launch a low-budget, but highly targetted and cost-effective advertising campaign. Colour advertisements will appear across the national press in a £100 000 campaign reinforcing the message that the countryside is open - and that OIA Approved Member retailers are a great first call to check on local access as well as the latest in outdoor equipment and clothing.

Headlined 'Let's get the country back on its feet' and featuring a waymark

sign, the advertisements will appear in Saturday and Sunday editions of key

national titles across Britain and Ireland.

"The timing is designed to optimise sales in the lead up to the important autumn half term holiday period," said Andrew Maxted, OIA's marketing and development director.

OIA chairman, and MD of outdoor retailer George Fisher Ltd, said:

"This campaign represents a major commitment for the OIA and reflects the damage inflicted on retailers and suppliers of outdoor clothing and equipment by the closure of the countryside earlier this year to combat foot and mouth disease. Regrettably

our request to government, made over two months ago, for financial support

for this initiative has not, to date, elicited any response. Nonetheless,

with most of the countryside now re-opened, this campaign will give timely

support to our members which are very well placed to advise on the access

situation as well as providing advice and information on outdoor gear."

To gain maximum exposure from the budget, media space will bought on a

'short term' basis and the campaign is expected to include over 20

insertions from launch to mid-October. Media buying will be through Purely

Media in Manchester and is expected to achieve coverage of around two thirds

of the population with an average of three opportunities to see.

The advertisements invite readers to "call into specialist outdoor shops for

up-to-the-minute information, sound advice on local access and precautions

and, of course, to check out any great deals on great new gear." Readers are

encouraged to look for the Go Outdoors membership sticker in shop windows,

look in Yellow Pages, or visit http://www.go-outdoors.org.uk

PS

Also kicking off this weekend is the OIA's Autumn trade show, 23-25th September, Harrogate. Here are the list of exhibitors, some of whom have bike products:


Adventure Equipment Limited Gangotra Enterprises Ltd Regatta Great Outdoors

Aigle - Line 7 Garmin (Europe) Ltd Relum Limited

Aladdin Gelert Limited Renown Products Limited

Allcord Limited Grangers International Limited Robe Country

Aquapac International Ltd Gratis USA Rogue Outdoor Gear

Arctic Fox (B.E.I. Limited) Greenshires Publishing Rosker Ltd

Ardblair Sports Importers Limited Grisport Royal Camping - The Burden Group

Beacons Leisure; Multimat Habos Scanda

Belt Order Systems HB Climbing Equipment Silva UK Limited/Ordnance Survey

Berghaus Head Slumber Systems

Big Stone Heather Products Ltd SM Group

Bleep 2000 (Computers) Limited Hi-Tec Sports Snugpak

Blizzard Protection Systems High Places/Edelweiss Soabar

Bramwell International Highlander SOLTEX

Brasher Boot Company Hilleberg - The Tentmaker Streamline

British Mountaineering Council Horizon Leisure Products Styl Grand

Buffalo Systems Limited I & M Steiner Limited Sunnflair

Buffwear Jack Wolfskin Sunnto

Burton McCall Ltd Jousten Target Dry Ltd

Bush Mission Kit Katz & Co (Folkestone) Limited Terra Nova Equipment Limited

Cabanon Keela International Limited Teva

Cadac (UK) Ltd Lackner Schuhe GmbH TGO - The Great Outdoors

Calange & Bushbaby Lafuma U.K.Limited Thatchreed Limited

Campingaz Lagenfeld UK Ltd/GI's Government Surplus Thaw

Cassin UK Lorpen The Ordnance Survey Outdoors Show

Chiruca Lowepro Tilley Endurables Limited

Cicerone Press Lyon Equipment Ltd Togz

Cigman & Co Ltd Man O'Leisure Top to Toe

Cloverbrook Limited Maurice Blake Ltd Trailwise

Coleman UK plc Merrell Europe Limited Trekmates

Cordee Ltd Montane Trespass

Craghoppers Limited Mountain Boot Company Trezeta (U.K.) Ltd.

Crispi Mountain Technology Troll

D.A.Enterprises Mycoal Vango

D.B. Outdoor Systems National Geographic Footwear VauDe

Dalesman International Limited Nikwax Waterproofing Walkabout

Design Go Travel Emporium Nomad Wayfarer Foods

DMM International Limited North Cape Weird Fish Clothing

Easitill Ltd Oase Outdoors ApS Whitby & Co.

Electrolux Leisure Appliances Optimus Wilderness Ventures

Entre-Prises (UK) Ltd Ordnance Survey World of Service UK

Equip Outdoor Technologies Ltd Outdoor & Sports Company Wynnster Outdoor Leisure

Esperus Systems Limited Outdoor Industries Association Zepla Ltd

Eurotech Leisure Ltd Outdoor Scene & Bodge the Badger Zero Limits

Farfield Clothing Outdoor Update Magazine Zippo UK Ltd

Figure Retail Systems Ltd PA Weather Centre

First Ascent & Patagonia Pinnacle Equipment

First Choice Expedition Foods Pioneer Outdoor Adventure

Five Ten Europe PuddleHunters

Foot Logic Pyramid Outdoor Equipment

FOX 40 Whistles (UK) Rab Carrington Limited

Fox River - Terramar Rangemaster Products

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Trek UK I Milton Keynes I Competitive Salary I Date Published Wednesday 20th March 2018