Seeland signs off this carefully crafted adverting campaign that appeals to "those in the know" the professional end of the market.
Fieldsports are a traditional, longstanding pastime in the UK, with game bird shooting and deer stalking the relevant pursuits in this instance. Danish company Seeland International is the biggest supplier of top quality, technical shooting clothing, footwear and accessories in Europe.
Looking for a more prominent presence in the UK, it recognised that it was dealing with a more conservative audience than in other parts of Europe, generally middle aged, middle class males who were fiercely loyal to well established British brands such as Barbour, Musto and Alan Paine. Clearly a carefully targeted PR strategy was required to be successful in its aim.
Over the past 6-7 years, Dupree Creative has rolled out a dynamic and imaginative press campaign which has sought to reassure the UK market place that this 'new' Danish brand can be trusted and relied on to deliver technical clothing that is not only fit for purpose but acceptable in the field. It has sought to change the mindset of traditional tweed wearers to confidently consider the more technical look, and it has delivered.
Each year, Dupree Creative has successfully reinforced this message by creating double page spread artwork for inclusion in premium magazine titles such as The Field, Sporting Gun and Shooting Gazette, placing product in stunning, aspirational settings with a variety of headlines to reassure the target audience and enhance the brand's acceptability.
The frequent shortlisting of Harkila product in the annual Shooting Industry Trade Awards, regular product placement in influential, specialist titles and requests for product testing is testament to the impressive progress that has been made. In the first year of Dupree's involvement Turnover Harkila's turnover increased by 110% and sales have continued to increase year on year as loyalty towards the brand has grown.
Confident that Harkila now has an acceptable presence in the UK shooting scene, its product looks the part and is frequently seen in the field, this year's campaign has been able to push the boundaries again adding a further touch of humour. The consistent yet inventive use of straight images and bent headlines has been carefully crafted to appeal to and reward 'those in the know' ? the professional end of the market.
In the words of the client, Simon Esnouf UK Sales Agent for Seeland International;
'Dupree has challenged our vision and encouraged us to be bold. This year's inventive series of Harkila adverts continues to imaginatively raise our profile, ensuring our brand clearly stands out from the crowd'.