To the rescue with Helly Hansen

The Challenge

For the Summer 2022 season, we were tasked with strengthening Helly Hansen’s awareness as the leading outdoor brand, and to give meaning to the ‘Trusted by Professionals’ message with a deeper and more meaningful connection to its outdoor professionals.

The Solution

To meet the objectives, we developed a media experience with Helly Hansen Mountain Rescue ambassadors on the mountains, to give them an incredible experience while also providing an opportunity to discuss the launch of Helly Hansen’s Trail Finder resource. Working closely with the Assynt Mountain Rescue Team, we hosted a two-night press trip to the picturesque, Scottish Highlands where we took four top-tier media for a hike and mountain rescue training day across Stac Pollaidh. The media got fully involved in mountain rescue trainee life as they were assisting with a mock rescue (the lovely Kira from ADPR), experienced the fitness levels required to carry the stretcher up to the summit, learned important rope work from the pros, took on some scrambling and mountain climbing, and even got to test the mountain rescue teams latest technology as they flew the drone to see how it’s incorporated into searches on the mountain.

All of this was complimented with creative storytelling and hearing first-hand from the Assynt Mountain Rescue volunteers on what their role entails, the training they need to go through and most importantly, how to stay safe in the mountains.

The Results

The trip was a dream come true – as not only did we hit the jackpot on the day with the most incredible weather, but we also had a great group of media join us and get involved, and were led by the most amazing mountain rescue volunteers from Assynt. The media event generated extensive social media coverage, and in-depth features of the trip covering the event, how Helly Hansen works with professionals, how the professionals trust in their kit to perform to the best of their ability on the mountain and how the public can enjoy the outdoors safely – something we had be working hard to achieve for Helly Hansen.

If you’d like a no-obligation discussion about your PR communications, please get in touch with us via hello@adpr.co.uk.