Regatta Great Outdoors marks a significant milestone with its AW24 campaign, ‘When Warmth Matters’.
- The campaign integrates Video on Demand (VOD) through Sky AdSmart, marking a first for the brand.
- Investment spans outdoor, digital platforms, social channels, and retail presence.
- The campaign’s creative execution includes work by Velvet Film Productions.
- Strong emphasis is placed on expanding audience reach with an estimated 50 million impressions.
Regatta Great Outdoors is pioneering its advertising efforts with the introduction of its AW24 campaign, aptly named ‘When Warmth Matters’. Launched on 21st October, the campaign stands out by incorporating Video on Demand (VOD) through Sky AdSmart, a strategic move aimed at enhancing brand visibility and reaching targeted audiences more effectively than conventional methods.
A substantial investment underpins the campaign, leveraging a variety of channels including out-of-home (OOH) ads, digital platforms, and an immersive retail experience through store window displays. This multifaceted approach illustrates Regatta’s commitment to maintaining a strong presence across multiple consumer touchpoints.
The campaign’s creativity has been shaped by the expertise of Velvet Film Productions, with Jonnie Lewis as Director of Photography and Euan Myles handling stills photography. Their combined efforts have brought the campaign to life, following the strategic direction set by Regatta’s newly appointed marketing director, Helen Monks.
Under the tagline ‘When Warmth Matters…Think Regatta’, the advertisements portray individuals and families enjoying outdoor activities in Regatta gear, showcasing the practical and enjoyable aspect of their products. Filmed in the scenic landscapes of North Berwick, Scotland, the visual narrative enhances the brand’s promise of warmth and reliability in all weather conditions.
With advertising slots in the BARB Granada region and South Lakes area, the VOD strategy is projected to achieve over 50 million impressions, further boosted by influencer collaborations and social media promotions. This initiative exemplifies Regatta’s pursuit of reaching an expansive audience while reinforcing its position as a leading outdoor brand.
Regatta’s innovative use of Sky AdSmart in its AW24 campaign underscores its dedication to expanding brand reach and reinforcing its market leadership.