Watch the Highlands, says Timex!
Images of the Highlands have been used as part of a European marketing campaign to promote a new “rugged” watch collection from Timex.
Supported by VisitScotland, the campaign aims to promote the new Timex Expedition Shock Collection watches in the most rugged and rough environments and to expose them to several extreme outdoor activities.
Scotland beat Norway and Iceland as the chosen destination.
Led by Timex and facilitated by VisitScotland, the campaign went live in Germany, France, Italy, Poland and the UK in spring 2015 and was promoted through the Timex Online, Facebook and Men’s Health channels in each participating country.
The initial campaign was competition-led, offering “cool, bold and excited people” the chance to test the watches in extreme conditions and win a three-day expedition to Scotland with a friend.
The competition winners, along with journalists and retailers are visiting Scotland for three days this week, visiting Edinburgh, Perthshire and Rothiemurchus, at Aviemore. Wilderness Scotland says it has helped pull together an “action-packed” itinerary for the visitors, including canyoning, rafting, camping and whisky tasting.
The second part of the campaign will run in September where the “after” movie and images, shot during the trip, will be promoted, with the aim of its being shared by viewers, stimulating them to choose a Timex-watch. The video content will also be used to promote the Timex campaign running in Europe.
Mike Cantlay, Chairman of VisitScotland, said: “It comes as no surprise that Scotland was chosen as the backdrop to this campaign, as it is a mecca for outdoor enthusiasts and extreme sports fans. Working with a global brand like Timex offers us the opportunity to showcase our unique and stunning landscapes to the world, inspiring people to visit and get involved in their very own ‘rugged’ adventure.
“From base jumping in Foula to mountain biking in the Borders, Scotland has something to offer everyone who is interested in the outdoors. I am confident these competition winners will have a wonderful trip to Scotland and enjoy the challenge!”
Bart van Schijndel, Timex International Marketing Manager Sports, added: “The images of Scotland have provided us with good results in our online campaign. Scotland represents everything that’s in our target group (young, bold and tough men between 20 and 40). We are looking forward to seeing our products on their wrists during the exciting expedition trip in the rough terrains of Scotland."
