Craghoppers steps up marketing activity

Travel and outdoor gear cataloguer Craghoppers said it exceeded
its first-quarter sales target by 19 percent. It credits the
growth in part to an increase in the number of people holidaying
in the UK rather than abroad and the resurgence of walking and
hiking as leisure pursuits.

Managing director Jim McNamara expects performance to get even
better in the second quarter, buoyed by the company’s first-ever
television commercials. Running for four weeks beginning 2nd May,
the Craghoppers adverts on the Discovery and National Geographic
channels use footage from photo shoots in Cambodia and Vietnam to
tell the story of a traveller experiencing life off the beaten
track, with the strapline “Go your own way”.
Complementing the TV adverts are print ads within the travel
sections of newspapers and in magazines including Lonely
. “We’re investing a substantial sum for a
company of our size,” McNamara said in statement.

Craghoppers operates a catalogue, a website, and a wholesale
division, but it doesn’t have its own retail stores. To help
counter this, in April the company opened a concession in the
flagship Covent Garden store of Stanfords, a retailer of travel
books and maps. Craghoppers merchandise is already available at
Field & Trek, Cotswold Outdoor, Blacks Camping & Leisure, and
Debenhams stores, amongst others.


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