MIDDLEBURY, CT: Timex has hired a Colorado agency, Base Camp Communications, to create an outdoor adventure tour promoting Timex Expedition brand watches.
"We wanted to do something clearly out of the ordinary," says Jim Katz, corporate communications manager at Timex.
Base Camp has sent three people who enjoy outdoor adventures, along with some-one hired to act as a reporter, on what it's calling Expedition 4:00 AM - driving around the Rockies in a van, looking for outdoor adventures that start at 4 in the morning.
The group's exploits are being chronicled on a website, www. expedition4am.com. The tour started July 16 and will last six weeks. The agency also is reaching out to media to gain coverage of the tour.
The tour "is something Timex can own. It will build an emotional connection between the brand" and people who enjoy outdoor adventures, who are the target market for Expedition watches, explained Mike Geraci, owner of Base Camp.
Timex hired Base Camp because it was impressed with the 4am theme, said Katz.
Base Camp did research among outdoors-types and found that 4am is "the time we start our best days," said Geraci. Hence, it seemed a natural tagline to celebrate outdoor adventuring, he said.
Terms of the contract were not disclosed.