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THE NORTH FACE 40th Anniversary Media Promotion




  • Campaign / Promotion planning

For the 40th anniversary of the brand, Cosmo put together a series of major tie-up advertising in lifestyle magazines by suggesting a theme/content “mountains and outdoors” directly to the editors for them to write a feature story. As part of the tie-up, the magazines agreed to incorporate promotional information on the brand. Two major magazines made cover features on this theme in their October issue, which was perfect timing for the brand to appeal its new products. Because both magazines are influential in the lifestyle market, Cosmo also succeeded in creating a trend for outdoors lifestyle while effectively appealing North Face as the key brand to look out for.