Salomon in Eurosport link to target women

Salomon, the action sports brand, is in talks with Eurosport about an advertiser-funded show to back the global launch of a campaign targeting women, called 'Women will'.

The programme is likely to be based on an existing show, Adrenalin Hunters, which is run in conjunction with Eurosport and targets men.

It consists of footage of people on unique Salomon-funded adventure trips.

The work will be backed by an ad campaign breaking in March that will feature the strapline 'Live your dream'. The ads will run in women's titles including Marie Claire as well as outdoor titles such as Trail.

As part of the drive, which was first revealed by Marketing earlier this year (22 September), Adidas-owned Salomon is offering women a chance to win the trip of a lifetime.

A brochure will be sent to more than 1m consumers and in-store material will appear in 30,000 stores.

In-store activity will include tie-ups with outdoor specialist shops including Ellis Brigham and more mainstream stores such as She Active.

The campaign will also be supported online, through global lifestyle portal salomonwomenwill.com.

Salomon's international marketing manager, Mike Vaughton, said: 'It is a natural step for us and recognition that women are a key component in the market.'

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