In a joint press release, Osprey Packs, Inc., a leader in creating top-quality, high-performance, innovative packs to comfortably and efficiently carry gear, and RootsRated, the media platform that curates content about where to go outdoors through a network of specialty retailers, have announced an integrated digital marketing partnership for 2016.
Osprey and RootsRated partnered in 2014 and 2015 through regional sponsorship campaigns focused on Asheville, NC and the Four Corners (Moab, Telluride, Durango, and Cortez). The campaigns included the production of more than 300 Osprey-branded articles, paid social media distribution on a monthly basis, and in-store adventure kiosks and pint nights at Diamond Brand, Poison Spider, Jagged Edge, Backcountry Experience, and Kokopelli Bike & Board.
In 2016, the two companies are pursuing a significantly larger content marketing partnership with expanded geographic coverage, which allows Osprey to promote the activities and local expertise of more than 50 of the brand’s specialty retailers across Ospreypacks.com and throughout Osprey’s social media channels.
“We’re calling it ‘Locally Rooted,'” said Sarah Harper Burke, Osprey Packs Retail Marketing Manager. “Our specialty outdoor retailers are the trailheads of their local communities, and their work is foundational to our industry. As Osprey constantly looks for ways to support and drive traffic to our specialty retailers, our ‘Locally Rooted’ weekly content, as well as our partnership with RootsRated, has created another new avenue in which to do exactly that. More so, we can increase the frequency and the measurability of our efforts to promote our dealer base.”
“In working with RootsRated, Osprey has a very clear objective in mind,” said Mark McKnight, VP of Marketing for RootsRated. “Integrate custom and licensed content into Osprey’s owned media and social channels that highlights and promotes Osprey dealers around the country.”
Each weekly article will promote an Osprey specialty dealer with hyper-local content that covers an array of topics. These will include profiles of unique outdoor experiences– such as backpacking trips in the Sierras– local stories about a retailer’s community-based work, retail buyer’s guides, and how-to articles from retail staff.
RootsRated is a platform that connects people and brands through original content about the best outdoor experiences, hand-picked by local experts and authored by professional writers. RootsRated provides sponsored content and subscription-based content licensing to major brand partners in the outdoor, travel, and healthcare industries, including Toad&Co., Marmot, Osprey, Yakima, Superfeet, Rock/Creek, and the Utah Office of Tourism.
Osprey Packs – Independent since 1974 and still anchored by the design genius of company founder and owner, Mike Pfotenhauer, Osprey Packs is a leader in technical packs for outdoor, cycling, travel and urban adventures. Osprey’s dedication to create innovative, high performance gear reflects the brand’s love of adventure and devotion to the outdoors.
Osprey Packs can be found online at www.ospreypacks.com and in outdoor specialty retailers in over 60 countries worldwide. To learn more about Osprey and its products, visit www.ospreypacks.com. Follow all brand updates on Instagram (@ospreypacks), Facebook (@ospreypacks) and Twitter (@ospreypacks).