Backed by 100 years of exploration, the Woods brand is synonymous with quality, stylish parkas that can withstand the Canadian winters, but awareness of the brand was low.

In 2018, Woods saw an opportunity to reinforce its rich heritage and legacy as the creators of the original Woods Arctic Parka, one that saw the brand outfitting the 5-year Canadian Arctic expedition dating back to 1913.

As Woods was expanding its parka distribution at Sport Chek stores across the country as its

exclusive retailer, it was also looking to increase brand equity ahead of its busiest season by introducing the new Woods Alverstone Expedition Parka. As such, we were well positioned to lay claim to Woods rightful title as Canada’s original parka. The aim was to highlight the premium aspects of the parkas, drive home an established presence through the brand’s rich history, and ensure customers could experience the brand first-hand.

Amidst the ‘parka wars’ in Canada whereby many brands have claimed they are the original parka, Woods took the fight from the runway back to where it all began: the wild!

How? By creating the Woods Parka Lodge – the first and only parka-insulated yurt in Canada, which offered outdoor enthusiasts a one-of-a-kind opportunity to sleep under the stars inside a parka.

A photo-ethnographic study was conducted to uncover key insights about outdoor enthusiasts and what they prioritized when it came to outdoor style and adventure. Ten participants aged 25-49 were asked to provide imagery that showcased: an outfit that was both “outdoorsy” and represented their personal style; a memorable or recent camping trip; and people, style and/or things that they found both appealing and motivating.

What we discovered was that while outdoor enthusiasts were diverse in their interests, they were bound by their appreciation of the outdoors and the experiences it provides. This group has a thirst for adventure, but it never comes at the expense of style. They want experiences that are as unique as they are beautiful.

Based on this, it was clear that to influence this audience, Woods had to provide an elevated outdoors experience that was desirable enough to be worth adding to their travel bucket list.

Listed exclusively on Airbnb in Ontario’s Haliburton Highlands for two months, the 420 square foot winterized yurt wasn’t just inspired by the new Woods Alverstone Expedition Parka, it was built with it. Taking 24 hours to build the structure and another 48 hours to furnish and finish, the yurt featured 307 meters of waterproof canvas and an outer layer of waterproof, breathable, and windproof SympaTex ® membrane – the same fabric used to create the Alverstone Expedition Parka.

It came fully-equipped with a propane-powered stove, living room, king-sized bed, skylight for indoor star-gazing as well as modern-rustic, handpicked décor, including artifacts and paintings that paid homage to the rich legacy of Woods. To complement the experience, all guests received their own Woods Parka.

The first few weeks of rentals were filled by exclusive media and influencer visits resulting in online content driving consumers to book their visit.

The Woods Parka Lodge was a critical component of the 2018 Winter Collection Launch, exceeding all objectives, sold out in just 48 hours, and resulting in widespread media and social coverage that helped drive Woods’ brand perception of premium quality and sought-after products.

- Sales increased 4x year over year .

- Improve brand lift and consideration 2x the industry norm.

- Garnered 20 million impressions from key Canadian publications including Canadian Living, Huffington Post, National Post, Toronto Sun, Best Health, from 14+ top tier earned media and influencers for an overnight stay during the 2 month activation period

- 150+ earned pieces of influencer content showcasing the yurt and Alverstone Expedition Parka which sparked over 18K engagements.

With such a high demand for the Woods Parka Lodge, we extended bookings until the end of January 2019.