A Global Adventurer Helps Push Canada Goose Beyond Winter Parkas

High-End Label Markets Spring Product as Other Outdoor Brands Struggle

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Winter is finally in the rearview, and Canada Goose wants to remind shoppers that it makes more than just high-end, patch-emblazoned parkas. This week, the popular Toronto-based outerwear brand is releasing the second phase of its "Out There" marketing campaign to highlight its spring merchandise.

Working with Creative Artists Agency, Canada Goose is airing a three-minute film that tracks the global adventures of Ray Zahab, a former smoker turned ultra-marathon runner, and his work with nonprofit Impossible2Possible, which helps younger generations. Mr. Zahab wears Canada Goose apparel like a Hybridge lightweight jacket.

"It's a spring product campaign," said Kevin Spreekmeester, chief marketing officer of the 59-year-old retailer. "A lot of people, particularly in places like New York, really only know us for our heavier parkas and our insulated, down-filled jackets. What they don't know is we've got some really fantastic product that works in shoulder seasons and other climates."

The brand plans to market the film, which links together a series of Mr. Zahab's photographs, through social media channels. The new effort is the second phase of Canada Goose's first global push, which debuted in the fall. At the time, the company, which has sales near $300 million according to reports, showed a four-minute adventure film directed by Paul Haggis.

Mr. Spreekmeester noted that the fall campaign resulted in a 500% uptick in Canada Goose searches, as well as over 62 million out-of-home impressions and 30 million views of the video. Though he declined to provide specifics on spending, he said that the brand has increased its spend over last year when it focused on in-store retail executions.

"This is more of a brand play," he said. "We want to invest in the category but it's a much more coordinated campaign."

Read more about the Canada Goose campaign on Adage.com.

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Apr 20, 2016
CAA Marketing
Canada Goose
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