Kathmandu NZ taps Special AU for brand relaunch

SYDNEY, Thursday: NZ outdoor lifestyle brand Kathmandu has called on Special Group Australia to create its new brand positioning, which aims to build on the company’s heritage of improving people’s lives by “getting more people out there in nature”. 

Special AU CD Nils Eberhardt said: “We know being outdoors is good for us and changes us, for the better and sometimes even the weirder. By creating We’re Out There, we wanted to celebrate this truth and encourage more Aussies and Kiwis to get out and experience the freedom of the outdoors.” 

“Kathmandu is based in Christchurch and a Kiwi-brand with an Australian footprint.”

The integrated campaign will go live next month on TV, radio, digital, PR and social – on both sides of the Tasman. A refreshed brand identity is also part of the launch.

Why AU?
M+AD asked NZ-based Special Group founder/ceo/CCO Tony Bradbourne why the campaign was created in Australia, rather than the brand’s home country, NZ.

His response: “We’ve been inspired by Eva Barrett’s vision for Kathmandu. Eva’s based in Australia and has been working with the Special office there for several months now.

“New Zealand is just one market for Kathmandu who also have stores across Australia.”