REI Launches First Ever "Find Out" Television Commercials
Advertising Celebrates Shared Passion for the Outdoors and Spirit of the Co-op
Nov 30, 2009
SEATTLE – Starting today, REI (Recreational Equipment, Inc.) is launching two commercials in select cities that mark the company’s foray into broadcast advertising. The advertisements, created by BBDO Atlanta, run in eight cities from November 30 through December 24 and complement REI’s seasonal marketing "Find Out" campaign.
The commercials, entitled "Tree" and "Fine Dining," portray the outdoors as a place to build community while demonstrating that outdoor recreation is an activity everyone can enjoy. With the goal to inspire an emotional connection to nature, the ads emphasize quality time with friends and loved ones through approachable activities in picturesque settings.
"Our new ads capture the co-op’s love of the outdoors and our desire to share that love with others. We hope viewers find them inviting, fun and authentic, and that they are motivated to spend more time in the outdoors," said Tom Vogl, REI vice president of Marketing. "Whether taking shelter from rain while hiking through an old growth forest or sharing sandwiches at a campsite while being awestruck by the stars above, we want viewers to be inspired to experience nature firsthand."
The ads are currently airing in eight markets, including Atlanta, Boston, Chicago, Denver, Portland, Ore., San Francisco, Seattle, and Washington DC, on highly rated national shows throughout the day. The television campaign is estimated to reach 30 million viewers. Additionally, the commercials are being shown on national cable channels, including Discovery, National Geographic, TLC, Planet Green, Travel Channel and ESPN, as well as online at Hulu.com and YouTube.com. REI’s You Tube brand channel, www.youtube.com/user/reifindout, also features the two commercials.
The commercials were filmed in British Columbia and in partnership with BBDO Atlanta, REI’s creative advertising agency. The director was Jake Scott of RSA, rock climbing enthusiast and son of noted film director Ridley Scott. OMD Chicago managed the media buying for the campaign.
Television advertising is a portion of the co-op’s holiday campaign to engage new and existing members and customers. REI’s strategy also includes radio and newspaper advertising, internet advertising, the company’s electronic newsletter called Gearmail, in-store signage, direct mail, and a strong presence on REI.com.
REI is a specialty outdoor retailer, headquartered near Seattle. The nation’s largest consumer co-op, REI is a growing community of more than 19 million members who expect and love the best quality gear, inspiring expert classes and trips, and outstanding customer service. REI has 167 locations in 39 states and the District of Columbia. If you can’t visit a store, you can shop at REI.com, REI Outlet or the REI shopping app. REI isn’t just about gear. Adventurers can take the trip of a lifetime with REI’s active adventure travel company, a global leader that runs more than 250 itineraries across all continents. In every community where REI has a presence, professionally trained instructors share their expertise by hosting beginner-to advanced-level classes and workshops about a wide range of activities. To build on the infrastructure that makes life outside possible, REI invests millions annually in hundreds of local and national nonprofits that create access to—and steward—the outdoor places that inspire us all.