REI (Recreational Equipment, Inc.) is launching two commercials this week in select cities that mark the company’s foray into broadcast advertising. The ads, via BBDO Atlanta, run in eight cities from November 30 through December 24 and complement REI’s seasonal marketing “Find Out” campaign. REI gave us details on the whole buy.
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 Atlanta, Boston, Chicago, Denver, Portland, Ore., San Francisco, Seattle, and Washington DC, on highly rated national shows throughout the day. The campaign is estimated to reach 30 million viewers. Additionally, the commercials are being shown on national cable 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.
REI’s Megan Behrbaum tells RBR-TVBR specifically that the shows vary by market, but overall can be summed as follows:
· Morning news programs such as Good Morning America and Today show
· Highly rated, favorite daytime talk shows such as Oprah, Ellen, The View and Regis and Kelly
· Primetime favorites like Grey’s Anatomy, How I Met your Mother, House, Heroes, The Simpsons, The Good Wife, the Biggest Loser and The Amazing Race
· Top-rated sports programming: NFL, NBA and NHL
· Late programming: Tonight Show, Jimmy Fallon, Craig Ferguson, and SNL
Our radio advertising segment is different than our TV ads, but here is a sampling of stations and cities:
WVEE-FM Urban Contemporary
WZGV-FM Adult Alternative
KALC-FM Hot Adult Contemporary
KJAQ-FM Adult Hits
The commercials were filmed in British Columbia and in partnership with BBDO Atlanta. OMD Chicago managed buying for the effort.
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 newspaper advertising, internet advertising, the company’s electronic newsletter called Gearmail, in-store signage, direct mail, and a strong presence on REI.com.