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Timberland is targeting hill-walking, urban dwellers with a spring campaign underlining the quality of its footwear. The 400,000 “All-terrain” initiative will run on 660 poster sites on the outskirts of cities and reinforce the message for those about to embark on a trek. “Our strategy was to create a simple campaign to highlight the value of quality footwear and emphasise Timberland’s rugged durability,” says marketing manager Lesley Henry.