We were engaged to help launch Filson, an American Heritage brand into Canada. In addition to its two retail openings in Vancouver’s Gastown and Toronto’s Queen Street West, the brand was looking to engage media and influencers in an activation that would allow them to experience the brand. We conceptualized and executed an experience for 15 select media and influencers. The experience included a sneak peek of the Vancouver store prior to opening, in which Alex Carleton, the brand’s creative director, introduced the group to the brand and outfitted them with product before they were flown to Nimmo Bay Resort in the Great Bear Rainforest. The experience included foraging for dinner with a wilderness survivalist, a helicopter tour through Desolation Sound, a decadent crab dinner, and lastly, a fireside presentation by a First Nation’s leader. A public grand opening for the Vancouver store was held a week later, with a traditional dugout canoe activation.
The activation and supporting outreach resulted in 24 media features including coverage in The Globe and Mail, Toronto Star, Canadian Geographic, Strategy Magazine, Vancouver Sun, Business in Vancouver, FASHION Magazine, Nuvo, Georgia Straight, Montecristo, Daily Hive, VITA, Retail Insider Sharp Magazine, AskMen. com, Global TV, CTV, and Breakfast Television for a total reach of 60M. Social media coverage from influencers reached an audience of 12M.