Merrell Encourages Enthusiasts to "Add Your Own Scenery" to Protect Global Public Lands through the World's Largest Panoramic PhotoBy Merrell, PRNE
Monday, May 23, 2011
ROCKFORD, Michigan, May 24, 2011 -
- New Brand Campaign Inspires Outdoor Recreation and Protects Precious
Places with Monies Donated for Each Photo Upload
Continuing to encourage more people to get outside and protect their
public lands, Merrell (www.merrell.com) launches its new Add Your Own
Scenery global brand campaign. Add Your Own Scenery includes a series of
product advertisements as well as a major viral campaign where fans upload
images of their favorite outdoor vistas to www.addyourownscenery.com,
through their computers, to help create the world's largest panoramic photo.
Each photo uploaded will help support public lands around the world,
including National Parks Foundation, American Hiking Society and Conservation
Alliance. For all of the shared photos Merrell will donate up to $250,000.
Merrell friends and fans can simply upload their favorite views along
with the scene's location of where the photo was taken and the coordinates
will automatically place the photo in its geographical location. The goal is
to get as many photos from locations worldwide to create a connected global
panorama of beautiful scenes in which enthusiasts recreate.
"Our goal in this campaign is to bring people together through the
sharing of their favorite outdoor places, to inspire even further
exploration," said Craig Throne, vice president of global marketing at
Merrell. "Ideally Add Your Own Scenery creates a domino effect of shared
outdoor inspiration, increased outdoor participation, all in a collective
effort to protect our outdoor playgrounds."
Built in partnership with their London-based creative agency, The
Minimart, Add Your Own Scenery is Merrell's way of letting enthusiasts create
their own ideal outdoor space and live in it. The advertising campaign
features six unique creative executions and will be placed in an increased
number of print and digital outlets, up from 2010, to promote the Merrell
brand mantra - "Let's Get Outside."
"Everyone has their own idea of the perfect escape, their own backdrop to
explore, and these may be different to other people," said Ed Chilcott,
Creative Partner at The Minimart. "For anyone who loves getting outside these
backdrops will constantly change. The Add Your Own Scenery campaign is unique
in that it encourages the viewer to use their imagination, and then share and
inspire others to explore together. The end goal is to create a unique,
global view of the outdoor places in which we all love to play."
Merrell(R) is a brand within the Outdoor Group, a division of Wolverine
World Wide, Inc. that also includes Chaco and Patagonia Footwear. Merrell
believes in encouraging everyone to get outside, be active and have fun, and
is the largest outdoor brand partner of the National Park Foundation.
Wolverine World Wide, Inc. is headquartered in Rockford, Michigan. The
company's portfolio of highly-recognized brands includes: Bates(R), Chaco,
Cushe(R), Hush Puppies(R), Merrell(R), Sebago(R) and Wolverine(R). The
Company is also the exclusive footwear licensee of the following popular
brands: CAT(R), Harley-Davidson(R) and Patagonia(R). The Company's products
are carried by leading retailers in the U.S. and globally in nearly 180
countries and territories. Merrell, 9341 Courtland Drive, Rockford, Mich.
49351. Phone: +1-800-789-8586; Fax: +1-888-746-3329. FACEBOOK
www.facebook.com/merrell TWITTER: @merrelloutside.
HFS Communications: Emily Snayd, +1-203-395-8834, emily at hfscommunications.com
Tags: May 24, Merrell, Michigan, Rockford