SITUATION
Launch a line of highly technical hunting, shooting, and fishing gear Eddie Bauer himself would stand by.
Announce another first from Eddie Bauer. The world’s premiere hunting, fishing, and shooting apparel proven through 90 years of heritage, but innovated for the 21st century. Built with the expertise of world-renowned guides, Eddie Bauer Sport Shop offers highly technical and highly functional gear for the modern sportsman and sportswoman.
Show how Eddie Bauer Sport Shop is guide-tested gear born where technology and tradition collide.
While innovation is part of the importance of the collection, of greater importance is the use of the Sport Shop collection to regain credibility as an outdoor outfitter, and outfit in a complete and multi faceted way the lifestyle of the modern American sportsman and sportswoman. .
Secondarily, the Sport Shop line is a continuation of a 90 year heritage of outfitting for these sports.
Declare our heritage: 90 years of supporting hunting, fishing, shooting.
Showcase craftsmanship: Born of an American and Northwest tradition of pragmatism, ingenuity, and performance. Uses the best materials for a particular purpose, inherently long lasting, durable, and timeless in sensibility and value.
Highlight Innovation: progressive look, fit, design, combined with technical knowledge built through our credentials as Expedition Outfitter and through the rigor of a guide built product development process.
Uniqueness (bringing it all together): Tradition, Technology, and Style.
TASK
Created brand book, press kit, tagline, voice guide, and digital experience for Sport Shop. Partner closely with SVP of Marketing, Director of Marketing, and Guide.
Here are the ads.
And here's how it looked on .com
And here's the press kit.
RESULTS: With 190 million impressions and a 4.06% CTR, it set a new benchmark for engagement.
