Regatta Great Outdoors is launching its AW24 campaign with a focus on VOD, marking a first in their advertising strategy.
- The ‘When Warmth Matters’ campaign will air on Sky AdSmart, aiming to reach targeted audiences across specific UK regions.
- With an estimated reach of over 50 million impressions, Regatta is expanding its footprint both online and offline.
- The adverts showcase Regatta’s commitment to quality and family-oriented outdoor experiences, reinforcing its brand message.
- Produced by Velvet Film Productions, the campaign is set to kick off on 21 October, featuring diverse scenarios in North Berwick.
Regatta Great Outdoors, a prominent name in the UK’s outdoor clothing market, is taking a significant step forward with its upcoming AW24 advertising campaign. For the first time, the brand will incorporate Video on Demand (VOD) into its marketing strategy, leveraging Sky AdSmart to enhance its visibility and precision in audience targeting. This innovative approach underscores Regatta’s commitment to keeping pace with evolving media consumption habits.
Scheduled to launch on the 21st of October, the ‘When Warmth Matters’ campaign will utilise a multidisciplinary advertising approach. It is set to air 30-second advertisements through Sky AdSmart, specifically targeting viewers within the BARB Granada region and the South Lakes local authority area. The strategic use of VOD complements the campaign’s comprehensive marketing plan, which also includes out-of-home (OOH) advertising, social media engagement, and retail displays at select Regatta stores.
Produced by the renowned MediaCityUK-based Velvet Film Productions, the campaign embodies Regatta’s brand ethos of family-friendly and adventure-ready outdoor attire. The adverts, which were filmed in the picturesque setting of North Berwick, Scotland, feature relatable scenes of families, couples, and adventurers embracing the outdoors equipped with Regatta’s gear. By highlighting these everyday moments, the campaign aims to resonate with a broad audience and convey an inclusive message about enjoying the outdoors regardless of weather conditions.
Helen Monks, the newly appointed marketing director of Regatta, emphasised the campaign’s objective to reinforce the brand’s standing as a leading outdoor family brand. She stated, ‘The ‘Welcome to Warmth’ campaign reinforces Regatta’s reputation as the leading outdoor family brand, helping everyone to enjoy the outdoors, no matter what the weather.’ The initiative not only highlights the functional benefits of Regatta’s products but also intends to foster emotional connections with the audience, positioning the brand as a trusted partner in creating cherished outdoor memories.
With an impressive projected reach of over 50 million impressions, ‘When Warmth Matters’ is poised to significantly enhance Regatta’s market presence. In addition to VOD and OOH, the campaign extends into influencer marketing and social media platforms, aiming to engage a diverse demographic and ensure extensive brand visibility across various channels.
The ‘When Warmth Matters’ campaign marks a milestone for Regatta in its advertising approach, expanding its reach through multifaceted platforms.
