When you think of the great outdoors, your mind probably drifts to the endless possibilities that adventure travel offers. One of the most exhilarating ways to experience nature is through exploring national and state parks, where every trail leads to a new discovery. Today, I want to take you on a journey through Durango, Colorado—a hidden gem for outdoor enthusiasts. As a consultant working with various outdoor lifestyle brands, I've seen firsthand how these experiences can transform a brand's identity and engage a dedicated audience.

Durango is a place where the rugged beauty of the Rockies meets the serene charm of a small mountain town. Nestled in the Animas River Valley, this location offers a perfect blend of adventure and relaxation. From the historic Durango & Silverton Narrow Gauge Railroad to the breathtaking views of the San Juan National Forest, Durango is a paradise for those who crave the thrill of the outdoors.

I recently faced a challenge with a client who wanted to connect more deeply with their audience—outdoor enthusiasts who thrive on adventure travel. They struggled to stand out in a crowded market where every brand claimed to offer the best gear and experiences. They needed a strategy that would not only highlight their products but also resonate emotionally with their audience.

To solve this problem, I turned to the natural beauty and adventure opportunities in Durango. I proposed a content campaign that focused on user-generated content, core values, sneak peeks of new updates, how-to videos, influencer collaborations, and mini-documentaries. This multifaceted approach was designed to engage our audience on multiple levels and build a genuine connection.

1. User-Generated Content

Durango's diverse landscape provides the perfect backdrop for capturing authentic user-generated content. Encouraging customers to share their adventures using the brand's products helped create a sense of community and trust. Pictures of hikers conquering the peaks of the San Juan Mountains or families enjoying a picnic by the Animas River allowed potential customers to see the products in action.

• Example: Ternua, a Spanish mountaineering brand, successfully uses user-generated content by encouraging customers to tag their photos on social media. This strategy not only builds a community but also provides the brand with a wealth of authentic content to share.

2. Sharing Core Values

For outdoor brands, it's crucial to align with the values of their audience. My client, like many others, is committed to sustainability and conservation. Highlighting these values in our campaign helped build credibility and trust.

• Example: Patagonia's commitment to environmental responsibility is well-known. They share detailed reports on their efforts, making their customers feel part of a larger mission.

3. Sneak Peeks of New Updates

Building anticipation is a powerful marketing tool. We shared sneak peeks of new product lines and upcoming events through email and social media. This strategy kept our audience engaged and excited about what's coming next.

• Example: Komoot's teaser campaign for their Women's Rally in Arizona, featuring cyclist Lael Wilcox, is a great way to build hype and engage their community.

4. How-To Videos

Understanding how to use technical gear can be daunting. Creating how-to videos not only educates customers but also showcases the brand's expertise and commitment to customer service.

• Example: Vango Tunnel Tents' instructional videos provide step-by-step guidance, helping customers feel confident in their purchase.

5. Collaborating with Influencers

Partnering with outdoor influencers can significantly boost a brand's visibility and credibility. We worked with local adventurers in Durango to showcase our client's products in real-world scenarios.

• Example: Jack Wolfskin's collaboration with Bear Grylls demonstrates how influencers can bring a brand's message to life.

6. Mini-Documentaries

Mini-documentaries are a compelling way to tell a brand's story. By showcasing real adventures and personal stories, we were able to connect with our audience on a deeper level.

• Example: The North Face's "Road to Breaking 20" follows ultra-runner Pau Capell, highlighting human endurance and the brand's commitment to adventure.

The campaign was a success. By leveraging Durango's natural beauty and focusing on authentic storytelling, we were able to create a powerful connection between the brand and its audience. This approach not only boosted engagement but also reinforced the brand's identity as a trusted companion in every adventure.

Durango, with its majestic landscapes and endless adventure opportunities, provided the perfect setting for our campaign. It's a reminder that sometimes, the best way to connect with your audience is to take them on a journey—one filled with discovery, excitement, and genuine experiences.

Note: I don't name specific current clients due to non-disclosure agreements and good business sense. The brands mentioned are examples of the strategies I teach and implement. They may or may not be former clients or brands I've collaborated with on various projects. We don't kiss and tell when it comes to current clients around here.

In the end, whether you're a seasoned outdoor brand or just starting, remember that your story is your most powerful asset. By focusing on authenticity, community, and adventure, you can create content that not only stands out but also resonates deeply with your audience. So, gear up, and let's explore the endless possibilities that the great outdoors has to offer.

I am an Ad-Age, Emmy, Shorty, Telly, and Webby Award-Winning Social Media Strategist and Content Creator for outdoor lifestyle, adventure, travel, and recreation brands. With over 20 years of innovation in social media strategy and content creation, I've been pivotal in enhancing the digital footprint of numerous brands. My expertise lies in crafting compelling narratives that engage and inspire audiences, driving community engagement and brand loyalty.