Celebrating Christmas in August

The Challenge

With print deadlines ranging from a couple of week to several months (depending on the publication) and the launch of Helly Hansen’s new winter collection happening in September 2019, the challenge was to sell the new collection into the media, get samples into their hands to touch, feel and test, and get the journalists and influencers excited for the brand’s new pieces. Getting the kit to the journalists early means more chance of securing coverage in the winter editions of the magazines, as well as Christmas gift guides and kit tests for the colder months. Story-telling is a big part of our Helly Hansen campaigns, and we like to share the brand’s inspiration, passion and rigorous development programme with our contacts, so they understand why the kit has been designed in the way it has – from ambassador testing on the slopes to fabric development, the kit development process is extensive!.

The Solution

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.

The Results

• 15 journalists in attendance, including Cat Weakley (The Telegraph), Jonathan Hunn (London Evening Standard), Peter and Felice Hardy (WeLove2Ski and freelance for the nationals), Jonathan Swain (Good Morning Britain TV) and Neil McQuoid (Racer Ready)
• 27 pieces of ski-specific coverage
• Ongoing amazing relationships with our journalists
• Potential audience reach of more than 223,000,000