From the mountains to the sea

The Challenge

ADPR was challenged with securing two high profile journalists to attend the ultimate Helly Hansen mountain to sea trip in Norway. The adventurous trip provided the opportunity to learn about Helly Hansen’s heritage, the brand’s technologies, the chance to work with Helly Hansen’s professional ambassadors and to put the latest kit through its paces for the upcoming season. ADPR had specific guidelines of the types of media we could invite and had to deliver high quality media to attend the trip, who would then provide in-depth articles afterwards that would appeal to Helly Hansen’s target market.

The Solution

ADPR identified high profile journalists that would give us the coverage we needed to meet the client’s objectives. We worked closely with the publications to negotiate coverage expectations that would work for both their audience and the client, and made sure we kept in touch with the journalists after the trip to secure as much coverage as possible. Journalists were seeded the latest kit to wear during the trip, along with other key PR items for the season that could be used for kit reviews.

The Results

• The trip was a great success and ADPR hit the target to secure attendance from two key publications – Women’s Health and Fall-Line Skiing.
• There was extensive coverage in both publications, including a full page on the trip in Women’s Health with HH kit box-outs, a four-page spread in Fall-Line Skiing, and kit reviews across multiple issues.
• To top it off, the team at Fall-Line Skiing were so impressed with the kit they awarded Helly Hansen ‘Outerwear Brand of the Year’ in their 2019 Gear of the Year Awards, resulting in another 1.5 page spread.
• Audience reach of over 159,452

Media feedback:

Women’s Health:

• “It’s been incredible – a trip of a lifetime!
• “A truly unforgettable week with Helly Hansen and Sail Norway. From sailing to skiing, to lunch on the top of a mountain. It’s been pretty special.”

Fall-Line Skiing:

• “What a trip!! I am very grateful for your help in organising it for Fall-Line and feel very fortunate to have gone. Philip and Lars were immensely welcoming, informative, organised… and just generally cool people.
• “The gear was very impressive and held up well to both the rigours of the skiing and the sailing.”

If you’d like a no-obligation discussion about your marketing communications, please get in touch with us on hello@adpr.co.uk or call 01460241641.