Experience the Thrill of the Arctic Circle with Carswell Gould and GORE-TEX®

Taking 19 million armchair viewers to the Arctic Circle

GORE-TEX® is a well-known brand in the outdoor gear industry and when they wanted to showcase the capabilities of their products, they turned to Carswell Gould for an adventure campaign. The adventure campaign was a multi-award winning campaign that took two small boats, eight adventurers, and a lot of camera equipment 1000 miles from Scotland to the Arctic Circle, and invited 19 million armchair viewers along for the ride.

The campaign was designed to bring the benefits of Rigid Inflatable Boats (RIBs) to life in an industry first, using an integrated communications strategy to give maximum return on investment.

Our Approach

The main aim of the CG Adventure campaign was to showcase the capabilities of RIBs and GORE-TEX® products in an exciting, experiential way. The campaign was designed to utilise a mix of traditional and cutting-edge communication tools to reach a targeted audience.

The team planned to deliver exciting, varied, and live content that people could follow and interact with, using videos, photos, text and blog commenting to create a complete view of the adventure. Additionally, the campaign aimed to extend the reach by inviting a national journalist and blogger to take part, and offering content to external groups/channels to ensure wider reach.

The Outcome

The team managed to achieve a total social/viral reach of over 2 million and media coverage worth an estimated £150,000. The campaign reached 18 million people, and the team was able to bring the benefits of RIBs to life as an industry-first by using clever planning to deliver exciting, varied, and live content.

Additionally, the team was able to extend the reach of the campaign by inviting a national journalist and blogger to take part and offering content to external groups/channels. The campaign was also a huge success in terms of awards, winning four industry awards. The team’s use of social media and web technologies like GPSocial, which matched Twitter updates to global positions on a live tracking map, allowed for real-time updates and engagement with the audience.

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