Following the unprecedented success of the Salomon Trail Running Festivals and Autumn Trail Workshops in 2018, Brandwave Marketing will continue their partnership with Salomon for a third consecutive year in 2019.
In 2018, Brandwave conceptualised and delivered two Trail Running Festivals, making it Salomon’s most ambitious UK brand activation to date. The festivals aimed to challenge runner’s mind-set by stepping off the pavement and into nature to try a new element of the sport.
The festivals have facilitated significant behaviour change, notably growing Salomon’s trail running community and promoting trail running to runners of all abilities. The events also targeted road runners who wanted to experience trail running for the first time.
The festivals took place in June at two iconic trail running locations, Box Hill near London and the Pentland Hills, the trail running epicentre near Edinburgh.
Paul Griffiths, Salomon UK, IRL, NL Marketing Manager, said: “Our Salomon Trail Running Festivals were the perfect place for runners to try something new. We had some great feedback from participants who, led by our inspirational Salomon athletes, achieved distances and took on terrains they thought too challenging at first. Brandwave’s enthusiasm and unique knowledge of the industry was incredibly valuable to the overall organisation of the festivals, our teams work seamlessly together. This is what makes them the perfect partner for 2019.”
With many new fitness trends now taking people indoors, these festivals showcased the positive impact of exercising outside in nature. Educating attendees about the physical and mental benefits of trail running, with the help of strategic partners such as Ordnance Survey, Suunto and Grangers.
Emma Cox, Brandwave Client Services Director added: “I feel very proud to have led the development of the Salomon Sunset Series into this year’s offering of the Trail Running Festivals. We were able to create an activation and fully integrated marketing campaign that introduced new consumers to the Salomon community and gave over one thousand people the opportunity to get out in nature and learn how and where to trail run. The response and feedback has been incredible, I’m looking forward to working with the Salomon team to further evolve the trail festivals for 2019.”
The 2019 Trail Running Festivals will have even more in-store for participants with the series is expanding to include a third location.
• Edinburgh, 18th May
• Peak District, 1st June
• Box Hill, Surrey, 8th June
Keep an eye on the Salomon Running social channels or http://www.salomonrunfest.com for the ticket launch in the coming weeks.
Aside from the Trail Festivals, Brandwave will be working alongside the Salomon team to produce a number of campaigns and activations aimed at getting more people in the outdoors trying new sports and becoming part of the Salomon community during 2019.