NORTH FACE SELECTS REUNION FOR MAJOR PHOTO SHOOT
(Posted 13th March 2015)
China’s and the world’s number one outdoor clothing brand, The North Face, has selected Reunion Island for their 2015 photo shoot, giving huge added publicity to the island which is truly one of the most breathtaking adventure destinations on the globe.
A team of six includes representatives of North Face in China, photographers and opinion leaders in the Chinese market. The team is also accompanied by four journalists who will break the news to their readers.
After Canada and New Zealand, the North Face brand specializes in apparel and accessories. They decided to take their 2015 advertising campaign to the island of Reunion. The group arrived yesterday, March 12th at the Roland Garros Airport. The team of ten people will travel across the entire Reunion island for a week. Vincent Cong, a close partner of a tour operator in Reunion Island Tourism (IRT) in Beijing, floated the idea for this project. North Face China profiles two influential people in the Chinese market every year who come along on the journey alongside photographers and representatives of the company. These VIP’s play models for the photo shoot and video that illustrates the spring-summer campaign North Face China: renowned photographer, blogger and specialist outdoor sports guru Guo Cheng and Wang Yu, a famous presenter on the station Hit FM 88.7 radio and thought leader in the fields of fashion and lifestyle. Beyond their role as muses, Guo Cheng and Wang Yu demonstrate their experience in the island, meeting and experiencing the landscapes and culture, especially with their fans via their social networks (Weibo and WeChat). For IRT it is a perfect opportunity to publicize the coming of The North Face Meeting with the Chinese public and it was for this reason that IRT invited four journalists from Beijing and Shanghai: www.163.com , one of the most famous Chinese websites, China International Radio Hit FM , Size Outdoor Magazine and 1626 , magazine China which deals with fashion and lifestyle.
The advertising campaign for the spring-summer season North Face China will be relayed in more than twenty Chinese media media (television, print and web), and in the 300 stores of the brand in China. To meet the requirements of these distinguished guests, the incoming agency Anthurium developed for them a customized program: helicopter flights over the island, discovering the colorful alleys of the open market of Saint Paul, Saint Kélonia visit Leu and take avride along from the lagoon to the volcano. Also part is a Rum Saga visit to St. Peter, hiking in Mafate, exploreing the village of Hell-Bourg, visiting the vanilla plantations, paragliding, hiking south Sauvage and experience the Garden Route. To round the visit up will the group see Notre Dame des Laves and explore the lava tubes, downhill from the Piton Maido to Saint-Gilles-les-Bains.
This very comprehensive and intense schedule awaits these explorers to show them a destination of a new kind.
The company has more than 300 stores spread all over the Chinese territory. North Face clothing and distributes high-end equipment lines and technology, especially for hikers and endurance athletes. The brand also offers clothing from everyday life. The official advertising campaign that will be carried to the island of Reunion will be posted on the official website of North Face as well as its official Weibo accounts and WeChat on its Youku.com chain (China’s largest video site) plus on the main Chinese television, on websites specialized for outdoor professionals in the largest cities of China and the North Face 300 stores in China.
In Reunion, the visibility of the destination is guaranteed in the Chinese market and should allow the development of the knowledge of the island to the general public. For North Face, the choice of Reunion Island for their 2015 advertising campaign is a great first but aims to becoming the new destination for their future advertising campaigns.
Chinese visitors to Reunion are granted a Visa waiver under special dispensation from the French government and this move has exponentially increased visitor numbers from China to Reunion Island.
For added destination information click on www.reunion.fr
