

The UK's toughest trail marathon
The social and online strategy that won the day for Helly Hansen's Beauty & the Beast Marathon
See the resultsThank you so much for a wonderful event at the Ice Bar...great presentation with lots of interesting angles and of course a superb lunch with a difference. It was good to meet up with Mattias too. Thanks for the quite exceptional goodie bag! Superb jackets, looking forward to road-testing and picturing them in the mountains.
ADPR carefully selected and invited some of the most influential, experienced and passionate journalists, contacts and influencers within the UK, and invited them to join the HH team in central London. We wanted to organise a special event, giving our contacts an exclusive, first-look at the new collection, with the chance to touch and feel the kit, and then put it to the test. We also wanted to give them exclusive access to the HH team, to learn more about the kit and the inspiration behind it.
With August being lovely and warm in the UK this year, we hosted the event at the Belowzero Ice Bar (-4°C bar) in London, with Helly Hansen’s Ski Category Managing Director, Philip Tavell and brand ambassador and former World Cup Alpine Ski Racer, Mattias Hargin. Alongside ADPR, they gave our guests an insight into the collection, talking through the cool new features and tech in the clothing, and walked them through the latest HH innovations. Mattias gave everyone an insight into how he works with the brand, how he tests the kit and how his feedback truly affects the end result – the kit that gets brought to market for consumers!
We gifted our guests with a brand new parka – which they all tested in the -4°C bar with drinks served in ice glasses – alongside a seasonal HH giftbag full to the brim with winter goodies including a Lifaloft insulator, beanie, HH hot drinks flask, hot chocolate and a candy cane!
We’ve already seen some fantastic coverage from the event, with even more coverage of the new kit in the pipeline. We’re also working with the wider media landscape (and have been since the collection’s launch) seeding kit for reviews, securing content for editorial and working with the media for inclusion in winter kit and technical articles.
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.
The social and online strategy that won the day for Helly Hansen's Beauty & the Beast Marathon
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