Kelty launched its elevated brand strategy with Built for Play via a multi-platform digital and social campaign to encourage spontaneous outdoor adventure and increase direct fan engagement. Using playful humor, Built for Play encourages consumers to take a break from their daily routines and engage in everyday outdoor activities with a fun twist or epic adventures.
Starting this month on Facebook, Instagram and Twitter, the campaign features winter Built for Play outdoor activity themes and introduces a revamped modern logo design inspired by Kelty’s founder Dick Kelty and his spirit of fun and adventure.
“Kelty has always been an ‘instigator’ to get people outdoors,” commented Eric Greene, senior vice president and general manager of Kelty. “Now, we are going to take instigating to the next level, incorporate humor and be bolder in our interaction with today’s consumer. We want to be thought of as the magnet that attracts the brash, the outspoken and the spirit of play. Built for Play will prod those we care about with ‘playful’ nudges to shake up their everyday routines to get outdoors.”
Fans can follow on Instagram and Facebook, as Kelty plays with caption contests, “What happens next” videos, gear giveaways and more. Summer-long “Outdoor Outtakes” photo contests will show the lighter side of life’s spontaneous events.
On April 27, 2018, Kelty invites followers to ditch work or school and go outside and play for Kelty Ditch Day, a nationwide initiative encouraging consumers to take life a little less seriously. Kelty will provide suggested itineraries and a list of creative excuses to help call out of work or school.
The new logo appears now on Kelty’s redesigned website, across social media platforms and on new products and packaging beginning spring 2019.
Photos courtesy Kelty
