Eastern Mountain Sports: Branding In A Real-World Voice
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To fight for disposable income in the very competitive outdoor equipment market, EMS conceived a ground-breaking “catazine”—part catalog, part magazine that would talk to outdoor enthusiasts in their own language.
An amazing idea: Actually talk to people in their own language. It takes more than a marketer to write this type of copy. They needed a writer, first and foremost with imagination and creativity, someone who understood the boundaries EMS was pushing against and how they could do it. Plus they needed a writer who could absorb an entire catalog of gear and all of its details, and deliver drafts on schedule. Contact me for more samples. |
The perfect base camp. Guyed-out tight onto boulders or snow pickets or buried snow shoes. You want it roomy, or what passes for roomy in the backcountry. A big gear loft and plenty of mesh pockets for your journals and headlamps and spare batteries and your GPS and your glacier glasses and your slice of the paperback that’s been sectioned and torn and passed from team member to team member. (You started on the third-to-last section and have been reading backwards but still haven’t learned why the lieutenant is hellbent on chasing Cacciato.) Ventilation--to take advantage of the slightest breezes to cool your shelter when the sun starts to bake the col and your partner's base layer starts to smell like a mulch pile. Bullet-proof--when the clouds roll in and 80 mph winds swoop down on you like the Valkyries, so you can doze in your bag and feel nothing but a gentle tug and bounce, like a 747 shaking off a bit of turbulence. Zipper pulls that shine like glowworms in the night, so you can find them quick, get out, and take care of business. Maybe you dreamed it. So many things play with your mind up there anyway. A big vestibule that you treat like a basement, for red socks and muddy boots and cartons of Ramon.
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