The activity, designed and executed by 3sixteen, will offer consumers the chance to win fantastic holidays to a range of US National Parks and will be supported by third party partnerships with brands Olympus and Garmin.
The campaign will be supported by PR implemented by Capitalize, which will include a media partnership with The Independent running throughout April.
The first part of Merrell’s initiative will begin in Blacks stores throughout the UK and includes the chance to win a family holiday to the Grand Canyon, with runners up receiving Olympus cameras.
Other mainstream outdoor retailers including Ellis Brigham, Go Outdoors, Nevisport and TISO, will run competitions with the chance to win an adventure holiday to Yosemite National Park and runners up will receive Garmin GPS systems.
In addition to the main promotion, retail point-of-sale featuring window displays and in-store advertising will support all in-store Merrell purchases. Customets will be rewarded with a free branded water bottle and the campaign across 200 UK retailers.
Merrell claims this is the first ever sports and lifestyle promotion to achieve the ISP seal.
Jonathan Pennington, UK marketing manager at Merrell, says: “Merrell’s partnership with US National Parks is a great fit for the brand as it provides an aspirational reason for consumers to ’Get Outside’ and encourages them to choose Merrell for their footwear and apparel needs – whether lifestyle beginners or performance based adventure seekers.”