Kathmandu is launching its first ever global campaign Kathmandu World Ready to raise the profile of the outdoor brand both locally and globally and accelerate its momentum as a leading travel and adventure brand.
Developed in house by the Kathmandu creative team, the new tagline and campaign “World Ready” encapsulates what Kathmandu is all about, giving travellers the confidence to take on adventure, anywhere around the globe.
The campaign is based on a simple customer insight; when you travel, you learn.
Becoming World Ready is about preparing and educating travellers through expert advice and with engineered products designed especially for travel and adventure.
The campaign will also empower Kathmandu team members who are travellers too, encouraging them to impart their knowledge to customers heading on adventures.
The campaign launches in October 2018 across Australia, New Zealand, UK and USA.
Paul Stern, Kathmandu General Manager Marketing, Online and International explained “Kathmandu has evolved and the expression of our brand needs to evolve with it.
“We believe that Kathmandu World Ready is a unique proposition and will motivate potential adventurers to explore, travel and learn – with Kathmandu products giving them the confidence to discover the world.”
Kathmandu has grown from humble beginnings in Christchurch, New Zealand and is now an internationally recognised leader in innovative and sustainable outdoor gear.
Product design, engineering and testing are all based in New Zealand, the mecca of adventure travel.
The Kathmandu World Ready campaign kicks off with a digital video push introducing real customer stories. These are travellers and adventurers who are connected to the brand by their want to challenge themselves and achieve their goals.
The integrated campaign will also heavily leverage social media, content marketing and digital advertising to show the experiences and learnings of travellers whilst they discover the world in aspirational destinations such as Nepal, Peru, New Zealand and Australia.
In 2019 the campaign will extend to PR activations, sponsorships and community focussed work.
Stern commented that the “the ‘World Ready’ campaign will engage customers and show how Kathmandu can help prepare travellers and outdoor enthusiasts for their next adventure.”