Backpacker Magazine Campaign Pushes Redesigned Catalog
The 20-year-old backpack manufacturer is looking to rework its image in order to keep in touch with the expanding and changing outdoor market. Its goal is to show that its bags are not only useful for mountain climbing and camping, but are also ideal for students and businesspeople. To promote this idea, the company will be use the slogan "Mountainsmith Goes Where You Go."
"We've been around for about 20 years, but I still consider us a young company looking to break out," said Kristine Carey, marketing manager at Mountainsmith. "What we want to do is not completely change our image but show that we are still comfortable and technical, but that we don't have to be used only if you are going to climb Mount Everest."
The catalog, which for now is only going to be distributed to consumers responding to the print ads, depicts people from all walks of life who find the new bags so comfortable that they refuse to take them off. There are people wearing them in the shower, in bed, getting married, playing pool and giving business presentations.
The print ads will be featured in Backpacker magazine, which is sold through distribution points such as bookstores, and has a subscription base of 265,000.
"The appeal is supposed to show that the bags are fit for the active lifestyle and so comfortable that you don't want to take them off," said Lora Ledermann, owner and creative director of Scream, Denver, the ad agency that created the catalog and campaign.
The print ads will contain a call-to-action giving customers the option of either calling a toll-free number to order the catalog, or visit the newly redesigned Mountainsmith Web site. Future plans call for a possible mailing of the catalog to Mountainsmith's database of about 6,000 people.