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ADVENTURE RACING WITH HELLY HANSEN
 Campaign: Helly Hansen Adventure Challenge Series
Client: Helly Hansen
Timescale: annually from 2006 – 2009
Helly Hansen and ADPR secured a ready made event for the brand to own, that would bring the world of Helly Hansen to life for the media and communicate directly with potential HH customers. A three year sponsorship deal was agreed: The Helly Hansen Adventure Challenge Series – a series of one day team racing events on foot, bike and water.
Objectives
· To drive buzz and media exposure for the brand and communicate the key product messages around technical apparel that helps the athlete perform.
· To use the media to help drive consumer entries to the Helly Hansen Adventure Challenge.
Strategy and plan
To encourage media to engage in the world of Helly Hansen ADPR secured participation of media teams in the Adventure Challenge and provided the relevant HH kit for each discipline (running, mountain biking, kayaking).
A media partnership was secured with www.Sleepmonsters.com, designed to give branded coverage pre and post the event, provide race reports, and branded reportage style photography for use by all media.
Measurement and evaluation
The Challenge created excitement around HH and provided brand exposure in a relevant environment. The far reaching editorial reflected the brand’s messages first hand, and press participation generated multi-page articles. In addition to features about the Challenge there were pages and pages devoted to positive reviews of HH kit in all the key media - Sleepmonsters.com, Mountain Bike Rider, Running Fitness, Zest, Mens’ Health, 220 Triathlon, Adventure Travel, Ultra-Fit and Outsider.
Results
The sponsorship captured the essence of the HH brand, and together with the event add-ons created, provided extensive media exposure and athlete endorsement. The sponsorship enabled HH to position its technical apparel in an efficient direct marketing campaign. Retailing at events provided opportunities to sell more HH product, and new retail partners attracted by the sponsorship led to increased sales.
Into Somerset
 Objective
Into Somerset - Somerset’s inward investment body - promotes indigenous business growth and job creation with the message that Somerset is the place ‘where you and your business can grow’. Into Somerset commissioned ADPR to provide an integrated PR campaign and online and offline editorial services to launch the vital project, raise awareness with both external and internal audiences and help expand the influential organization, with the goal of attracting inward investment into Somerset.
Method
ADPR has worked closely with CEO Rupert Cox, the late Chair, Honor Chapman, Owen Tebbutt, of IBM and the SouthWestOne Project, and others, to initially draw up a topical press release campaign targeting both consumer and B2B media. This has raised awareness of Into Somerset, established it as a key employment influencer and ADPR’s media campaign has been praised for its innovation and effectiveness (see the endorsement below).
ADPR helped plan and populate Into Somerset’s website at www.intosomerset.com – its main point of contact for inquiries and continues to upload fresh content and news stories.
In order to publicise the success of Somerset businesses, ADPR has created many case studies in key sectors, in which entrepreneurs explain personally why moving to Somerset has brought business and lifestyle benefits.
ADPR has designed, written and distributed Into Somerset’s e-newsletter, which is sent to Business Ambassadors, key supporters, councillors, MPs and the press. ADPR also handles all media inquiries about the organsiation.
Results
Into Somerset has been featured widely in local, national and international media and has gained a reputation as a leading voice on job creation in the West. It has also helped inform the crucial internal audience of Into Somerset’s success in attracting inward investment and raising the profile of Somerset business in general.
Its website has received more than 25,000 unique visitors, with many coming from its key target market of 25-44 year-old professionals and entrepreneurs in London and the South East.
Into Somerset’s free introductory booklet has been so popular it has gone into a second print run.
The case studies have provided a welcome chance to celebrate the success of Somerset businesses and promote the benefits of living and working in Somerset, while the e-newsletters have been important communication tools for Into Somerset’s business ambassadors.
Endorsement
“Into Somerset’s highly-successful PR campaign from Somerset agency ADPR has led to an increase in awareness of the county’s business benefits and our on-line coverage has been outstanding.”
Rupert Cox, CEO, Into Somerset
"Helly Hansen appointed ADPR to raise visibility of the brand, the products and their assets with the specialist press. As a diverse brand, operating in very different markets, Helly Hansen faces many challenges. We expect our PR agency to develop strategies to combat these challenges and to align the brand in these very different markets.
As a small marketing team we rely heavily on the partners that we work with. ADPR's approach to PR is completely integrated with the rest of the communications mix and allows the two businesses to operate seamlessly. They provide us with a high quality and very reliable service which exceeds our expectations.
The people that you work with are also important. The staff are incredibly friendly and are great fun."
Emma Russell
Marketing Manager, Helly Hansen
"We appointed ADPR in July of this year (2007) to provide PR and media relations services to the Waterlinks project. They have taken the Waterlinks project from a position of almost zero news coverage with at best neutral media support, to the current situation where we have regular local and regional coverage and strong media support. They are flexible, pragmatic and creative, with good links with local media (national as yet untested as a result of the constraints of our particular campaign) and celebrity supporters. I find them extremely easy to work with and have no hesitation in recommending ADPR to others. "
Sarah Diacono
Group Manager Environmental Regeneration, Somerset County Council
“It was really good to work with an efficient and friendly PR agency that has a full understanding of the tourism sector and produces quality information to tight deadlines.”
Liz Bird
The Observer
“In my 30 years, I have worked with a number of agencies but I can honestly say that there are very few who match ADPR’s news and feature sense; have a full understanding of the publicity market place and perhaps more importantly for us in the media, have the ability to produce quality work to tight deadlines.I would have no hesitation in recommending your agency skills to any client. Please feel free to let them contact me if they wish.”
John Collings
Assistant Editor, Sunday Independent
"I transferred across to the commercial side in 1990, and took on the responsibility for a small stable of commercial marine publications, which included Safety at Sea International, a couple of years later. I certainly found ADPR was always ready to assist us, always working to promote the clients to our sector of the business, and ADPR was always present at the important commercial marine events relevant to maritime safety.
We deal with many PR companies, which prove to have highly variable knowledge of their clients' markets and the publications dealing with those markets, and I have always found ADPR to be well focused, whichever market sector it is working with.
There are not many agencies that seem equally at home in the recreational and commercial markets, and the important non-SOLAS commercial sector in between, that I currently work in. ADPR is definitely one of those."
Bill Thomson
Editor, Ship & Boat International
"I am delighted to confirm that ADPR is well established in the marine industry with a number of leading and high profile clients,
You and your team always show a good understanding of, and a genuine interest in, your clients' products and services, which are promoted with enthusiasm, whether through press releases or, which is particularly appreciated by me, by picking up the phone and talking to our journalists.
ADPR have a better-than-most grasp of the needs of magazine editorial content and, because it consistently provides Sailing Today with timely and appropriate information, it is regularly used for both news items and features."
John Goode
Former Editor, Sailing Today magazine
"You're probably the most helpful person I'm in contact with- some people wouldn't even reply unless they had the product.Thank YOU for being helpful!!"
Andrew Dodd
Staff Writer/Freeride Section Editor, Mountain Biking UK Magazine
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