Trying something new for the very first time, unlocks a core memory for me! I love achieving a personal win, particularly when it’s accomplishing something I’ve always dreamt of or learning a new skill I never thought I’d catch onto.
As Helly Hansen’s PR team of more than 25 years at ADPR (and coming up to five years for me personally!), we are very lucky to develop a variety of immersive campaigns for the brand, often with the fantastic opportunity to take the lead to plan, manage and successfully execute events of all shapes and sizes, both in the UK and abroad.
Last week, I supported the development and delivery of an exciting Helly Hansen ski campaign for this Winter season, “First Achievements”, a day dedicated to achieving skiing milestones, learning from one of the industry’s most renowned ski instructors and Helly Hansen ambassador, Warren Smith.
We secured national press and industry-leading lifestyle titles including The Daily Express, Metro, Financial Times How To Spend It and Women’s Health, to participate in the day’s experience and complete their personal First Achievement. The exclusive event was held at The Snow Centre in Hemel Hempstead, with training and support from world-class ski coach, Warren Smith and his team.
To share the opportunity further, we partnered with snowsports youth charity, Snow Camp, and provided its beneficiaries with the opportunity to get on real snow, with support and guidance from the best in the business to gain confidence and accomplish a First Achievement on the slopes, kitted out with Helly Hansen’s latest ski gear that is Trusted by Professionals.
Not only was the event a smashing success with the media and beneficiaries, but it was also a very special one for me! Before the event, I’d never been down any slopes or even put on a pair of skis… Hoping to inspire the event attendees and with encouragement from Warren, I too joined in with the training and sessions on the snow to learn to ski. I can’t say it’s as easy as my colleagues Jasmine, Beki and Jenny make it look – but I’m very proud to have accomplished my own First Achievement – skiing down a real-snow slope unattended, for the very first time!
To find out more about Helly Hansen’s Winter initiatives, please visit: www.hellyhansen.com
Check out more of our recent press event activations with the brand, by reading our case study: www.adpr.co.uk/work/helly-hansen-9