MEC goes for good times in new campaign

Mountain Equipment Co-op (MEC) has launched a campaign for Ontario and Quebec—the retailer’s first for those markets specifically, since introducing its rebrand campaign in 2013.

The new campaign, called “Good Times Outside,” is based on the insight that when people are active outdoors, “they want great experiences, they want to spend time with their friends or families, and they want to be outside just having a great time,” said Allison Brownlie, marketing director at Vancouver-based MEC.

The creative shows groups or pairs of people engaged in activities such as camping, skiing and cycling. “They’re focusing on some of the vibrancy and enthusiasm they have about the activity they’re doing and the people they’re sharing that experience with,” said Brownlie. “When we looked at some of the competitors, a lot of brands were doing very hard core [activities], lots of sweat, lots of grit. I think that’s great and it can be really inspiring, but we wanted to do something different.”

With the rebrand, MEC is trying to shed its image as a niche purveyor of backcountry gear, and attract urban shoppers 18-34 who are more interested in activities such as cycling, running and yoga.

“It’s all about MEC becoming very open and accessible to all kinds of people across Canada,” said Brownlie. “As much as we support our hard-core climbers and back-country enthusiasts… we also want people to feel comfortable walking into our stores or looking at our website even if they’re day hikers or they’re car camping—there’s a place for them at MEC.”

The campaign, developed in-house by MEC’s creative team, includes exterior posters at Bixi (bike-sharing) stations, in subway stations and on university campuses; digital advertising; radio spots and social media. Vancouver-based Wasserman + Partners Advertising handled media placement.

Some of the messaging supports MEC’s new store openings in Laval, Que., North York, Ont., and a store in London, Ont. that’s been relocated.

As part of the Laval store opening, Quebec media personality Jean-Philippe Wauthier is camping out at the store for 24 hours, simulating outdoor living and sharing content on his social media platforms.