Signing a 5-year partnership with the National Parks forms a vital part in helping Columbia become meaningful to UK outdoor consumers considering 88% of the 49 million yearly visitors come from the UK and 90% believe the Parks are important or extremely important to their lives.
7,000 staff and volunteers across all 15 National Parks will help build advocacy whilst raising awareness of how to best utilise the parks with the ultimate goal of helping people enjoy the outdoors longer.
Columbia has committed to a multi-year investment that will generate content with UK relevance to be shared across all forms of media, events and social advocacy commencing this Sept with the first global brand campaign featuring the National Parks Rangers.
The brand sees many opportunities to engage with outdoor consumers to promote the parks and will be looking to set up meetings shortly.
One of these is through the S18 National Parks merchandise collection across Men’s, Women’s and Youth’s, of where a percentage of sales will go towards the regeneration of trails and educational programs to get young children active and enjoying the outdoors.
A short video of the launch of this partnership can be seen here.