the north face concept
TRANSCRIPT
THE NORTH FACE „WORLD RUN“
MAIN IDEA
Main idea is to create a short documentary series about the „The North Face world run" and to team up with media partners to promote it world wide to make a huge marketing impact on the running public (not by using advertisement, but through inspirational story telling).
The story will focus on the fact that the world run is not done by professional runners but by a group of average runners who will have to push their boundaries to finish each run.
Goal of the project
To promote the THE NORTH FACE brand hugely around the world, through a running documentary series.
Promotion of – "world run" products line (new products – or the same with different design – world run limited edition)
Message that we will carry:Everybody can be a proper trail runner with the right equipment - THE NORTH FACEWith THE NORTH FACE equipment it is possible to run under any condition at any place around the world.
Impact for brand• Worldwide promotion of THE NORTH FACE
• Brand will be promoted by a unique story telling project, not just by advertisement
• After "world run" project, will by The Nort Face brand perceived and recognized as an inspirational brand which is encouraging people to make a step future and explore their own limits
• During this project, The North Face will be targeting the running public at large through an inspiring story. It will influence and inspire potential customers to go out and explore nature or cities around them. This will lead to a build up of a positive perception of the brand and in the end it will lead to acquiring new customers.
The North Face world run (concept)
1. Enquiry for the most beautiful trails in the world (in magazines, running forums, running web pages = building interest for upcoming adventure – The North Face world run
2. Choose 10 -12 trails (different conditions, show variety of trails)
3. Assemble The North Face world run team (10-12 people)
4. Run all selected trails in a row (app. 1,5 - 2 month)
6 - 10 TV episodes5. Create documentary series – TV series about
The North Face World Run 6. Promote The North Face world run in all media
channels
Potential project partners (media channels)
Documentary series should be broadcasted in one of well known channels with big viewership e.g.
National geography, Discovery channel, Viasat Explorer, Travel channel,RedBull TV...
Magazine series well known running magazines e.g.
Trail runnerRunners worldRunning Times...
Specialized websites about running...Huge support through all Social media and Social sitesFacebook, Twiteer, YouTube....
Potential project partners II.To lower the cost of the project we can make partnership with companies which make complementary – not competing products
Example: Garmin can promote their new Fenix 3 watch as a best choice for „world run“ adventure
Example II: We can find company producing special sport nutrition for trail runners
World team
• International team of 8-12 people• They should be average runners (10km - 40 min able to
run max 35-40 km per day = hit the target customers -wide masses of runners)
• They should be chosen by The North Face based on competition or something specific
• Every run should be really challenging but manageable for them – we need a story... average runner suffers and overcomes his/hers limits to be able to finish every single run
• International team will suit the best : Australia, USA, China, Europe, South Africa...
• The North Face athletes can also support the „world run team“ on one or two trails to draw more attention.
Most beautiful trails - tips1. Tour du Mont Blanc, France, Italy, and Switzerland2. Laugavegurinn/Fimmvörðuháls Pass, Iceland3. Te Araroa Trail, New Zealand4. Everest Base Camp Trek, Nepal5. Mount Kailash Pilgrimage, Tibet6. Urique-Batopilas Trail, Copper Canyon, Mexico7. MacLehose Trail, New Territories, Hong Kong8. The Long Range Traverse, Newfoundland, Canada9. North Drakensberg Traverse, South Africa/Lesotho, uKhahlamba/ Drakensberg Park10. Yoshida Trail, Mount Fuji, Japan11. Santa Cruz Trek, Cordillera Blanca, Peru12. Shackleton's Route, South Georgia Island, South Atlantic/Antarctica13. Grand Canyon Hike, Arizona14. Yosemite Grand Traverse, California, United States15. Chilkoot Trail, Alaska and Yukon Territory, U.S. and Canada16. Kalalau Trail, Kauai, Hawaii, United States17. One city location ? - San Francisco, Honk Kong, Rio de Janeiro - Dissected profile of trail. City trail
should be placed in the end of tour, team should run the trail with local runners like a one big group
Expected cost of projectIt's hard to precisely set the amount of money because the size of the budget will largely depend on project partners and project supporters. But think about how much media attention you can get and how much positive brand awareness will be build all over the world.
Cost of the project should be first compared to thecost of worldwide marketing campaign. The world run project could be much more than marketing campaign, it can be unique and one of a kind storytelling marketing projectthat will inspire many people.
For any further questions pleasedon't hesitate to conntact me.
Thank you
that's me