Marketing concept created for The North Face brand. Main idea is to use storytelling instead of advertisement in order to promote trail running products and brand awareness.

1. THE NORTH FACE
„WORLD RUN“

2. MAIN IDEA
Main idea is to create a short documentary
series about the „The North Face world run" and
to team up with media partners to promote it
world wide to make a huge marketing impact on
the running public (not by using advertisement,
but through inspirational story telling).
The story will focus on the fact that the world
run is not done by professional runners but by a
group of average runners who will have to push
their boundaries to finish each run.

3. Goal of the project
To promote the THE NORTH FACE brand hugely around the
world, through a running documentary series.
Promotion of – "world run" products line (new products – or
the same with different design – world run limited edition)
Message that we will carry:
Everybody can be a proper trail runner with the right
equipment - THE NORTH FACE
With THE NORTH FACE equipment it is possible to run
under any condition at any place around the world.

4. Impact for brand
• Worldwide promotion of THE NORTH FACE
• Brand will be promoted by a unique story telling project,
not just by advertisement
• After "world run" project, will by The Nort Face brand
perceived and recognized as an inspirational brand
which is encouraging people to make a step future and
explore their own limits
• During this project, The North Face will be targeting the
running public at large through an inspiring story. It will
influence and inspire potential customers to go out and
explore nature or cities around them. This will lead to a
build up of a positive perception of the brand and in the
end it will lead to acquiring new customers.

5. The North Face world run (concept)
1. Enquiry for the most beautiful trails in the world
(in magazines, running forums, running web pages = building interest for
upcoming adventure – The North Face world run
2. Choose 10 -12 trails (different conditions, show variety of trails)
3. Assemble The North Face world run team (10-12
people)
4. Run all selected trails in a row (app. 1,5 - 2 month)
6 - 10 TV episodes
5. Create documentary series – TV series about
The North Face World Run
6. Promote The North Face world run in all media
channels

6. Potential project partners (media channels)
Documentary series should be broadcasted in one of well known channels with
big viewership e.g.
National geography,
Discovery channel,
Viasat Explorer,
Travel channel,
RedBull TV...
Magazine series well known running magazines e.g.
Trail runner
Runners world
Running Times...
Specialized websites about running...
Huge support through all Social media and Social sites
Facebook, Twiteer, YouTube....

7. Potential project partners II.
To lower the cost of the project we can make partnership with
companies which make complementary – not competing
products
Example:
Garmin can promote their new Fenix 3 watch as a best choice
for „world run“ adventure
Example II:
We can find company producing special sport nutrition for
trail runners

8. World team
• International team of 8-12 people
• They should be average runners (10km - 40 min able to
run max 35-40 km per day = hit the target customers -
wide masses of runners)
• They should be chosen by The North Face based on
competition or something specific
• Every run should be really challenging but manageable
for them – we need a story... average runner suffers and overcomes his/hers
limits to be able to finish every single run
• International team will suit the best : Australia, USA, China,
Europe, South Africa...
• The North Face athletes can also support the „world run team“ on one or two trails
to draw more attention.

9. Most beautiful trails - tips
1. Tour du Mont Blanc, France, Italy, and Switzerland
2. Laugavegurinn/Fimmvörðuháls Pass, Iceland
3. Te Araroa Trail, New Zealand
4. Everest Base Camp Trek, Nepal
5. Mount Kailash Pilgrimage, Tibet
6. Urique-Batopilas Trail, Copper Canyon, Mexico
7. MacLehose Trail, New Territories, Hong Kong
8. The Long Range Traverse, Newfoundland, Canada
9. North Drakensberg Traverse, South Africa/Lesotho, uKhahlamba/ Drakensberg Park
10. Yoshida Trail, Mount Fuji, Japan
11. Santa Cruz Trek, Cordillera Blanca, Peru
12. Shackleton's Route, South Georgia Island, South Atlantic/Antarctica
13. Grand Canyon Hike, Arizona
14. Yosemite Grand Traverse, California, United States
15. Chilkoot Trail, Alaska and Yukon Territory, U.S. and Canada
16. Kalalau Trail, Kauai, Hawaii, United States
17. One city location ? - San Francisco, Honk Kong, Rio de Janeiro - Dissected profile of trail. City trail
should be placed in the end of tour, team should run the trail with local runners like a one big
group

10. Expected cost of project
It's hard to precisely set the amount of money
because the size of the budget will largely depend on
project partners and project supporters. But think
about how much media attention you can get and
how much positive brand awareness will be build all
over the world.
Cost of the project should be first compared to the
cost of worldwide marketing campaign. The world
run project could be much more than marketing
campaign, it can be unique and one of
a kind storytelling marketing project
that will inspire many people.

11. For any further questions please
don't hesitate to conntact me.
odurjak@yahoo.com
Thank you
that's me