The Backpacker

Project:
Multi-media Advertising Campaign

Components:
Grand Opening Event, Public Relations, TV, Radio, Print, Direct Mail, Outdoor

Client:
The Backpacker
Baton Rouge, La.

As Louisiana’s premier homegrown wilderness outfitter, The Backpacker wanted to make a splash for the grand opening of its second location in Lafayette, La. In an effort to create awareness in the Lafayette market for this unique retailer, BBR developed an integrated branding campaign that spoke directly to The Backpacker’s target — thrill-seeking, outdoor types who need a little adventure in their lives. Each element of the campaign implemented the “If you’ve got the guts, we’ve got the goods,” tag, solidifying The Backpacker’s position as an outfitter who shares its passion for the great outdoors.

For the campaign, BBR created grand opening invitations (direct mailers), print ads, television and radio spots. The integrated branding campaign relied on multiple channels to broadcast the consumer message, including the partnering with a local Jeep dealer and volunteers to spread the word via direct marketing.

BBR’s targeted messaging was a hit with the intended audience and led to a successful, community-wide grand opening.