Danner Launches National Media Campaign: “An American Tradition”
OutdoorHub 08.07.13
Celebrates More Than 80 Years of Crafting the Highest Standards in Boots
Danner boots, a leading provider of premium footwear for work, outdoor and casual users, is proud to announce the launch of its new national media campaign for fall 2013. Titled “An American Tradition,” the campaign will focus on core Danner categories while paying homage to the company’s rich heritage and values as an American brand since 1932. Featured USA-made styles will include the Quarry USA for core work, Ridgemaster for hunt and the Rivot for tactical.
“An American Tradition” will include three national commercials, one for each category to air on the Outdoor Channel, History Channel and CarecoTV. As part of a sponsorship with Rocky Mountain Elk Foundation (RMEF), Team Elk TV will air the hunt commercial during its 2013 season. Each commercial authentically depicts the values of the Danner brand and the customers it serves – the huntsman, workman and serviceman:
- “The Workman” features a man at 5:30 a.m. preparing for a long day’s work and reflecting on his commitment to ‘uphold his end of the bargain,’ understanding that others rely on him to get the job done: http://bit.ly/DannerWork
- “The Huntsman” depicts a hunter at first light, embarking on his journey home through the rugged wilderness with his trophy after a successful hunt: http://bit.ly/DannerHunt
- “The Serviceman” portrays a special-operations training environment at o’dark hundred. Despite the grueling drills the serviceman will not quit, as he knows his country depends on him: http://bit.ly/DannerTactical
The campaign will feature digital media on major hunt, military and sports websites, in-cinema advertisements at select military bases and targeted radio and billboard placements across the country. The brand will also advertise in key hunt print media. In addition, Danner will launch a campaign later this fall supporting the outdoor and lifestyle categories with brand heritage as the underlying theme.
