Trails of Europe
Trails of Europe
Results
20+
pieces of European editorial
15
content shoots across 8 countries
16 million
campaign reach
8 million
paid video views
Brief
To support Merrell’s international trail running credentials and collection of market-leading footwear, Brandnation was briefed to create a pan-European campaign that captured the imaginations of off-road athletes.
The agency was tasked with delivering an integrated campaign that included content, athletes, PR, social media and performance marketing.
From the wilds of Finland to the volcanic regions of Spain, we left no trail untouched with a campaign that got people moving.
The idea
The Trails of Europe campaign expanded over 5 European markets in the UK, France, Spain, Germany and The Nordics, creating a collection of inspiring trail routes that spanned the continent.
We activated local campaigns by creating narratives that were strong locally, such as exploring German castles and running iconic Tour de France climbs.
We partnered with brand athletes, the Merrell Trail Team, to curate the routes and front the campaign.
The team developed a story to underpin the campaign, coining the phrase “endorphin tourism” – capturing the rise in active getaways.
