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Event Marketer Highlights Thomas’ “Wake Up to What’s Possible” Campaign

  • Madison Vettorino

Inspira’s strategic approach to brand experience was highlighted in a recent article in Event Marketer. In the interview, Thomas’ brand manager Michael Jensen discussed how Inspira’s consumer insights formed the foundation for the brand’s “Wake Up to What’s Possible” campaign to honor National Public Lands Day in the Pacific Northwest. 

As mentioned in Event Marketer, Inspira’s research found that consumers spent more time outside during the pandemic. In fact, 60% of adults between the ages of 18 and 65 are considered outdoor consumers, and the market continues to demonstrate growth. Research revealed that consumers have turned to the outdoors for several reasons including exercise, change of scenery, and a mental health boost. 

In addition, our experiential marketing agency has found evidence that consumers want to support brands that give back. Creating an authentic corporate social responsibility program isn’t only good for the communities it impacts; it can prove helpful in achieving brand growth. Our collaboration with Thomas’ harnesses the power of these two insights to create an unforgettable brand experience. The event demonstrates Thomas’ commitment to doing good—and allows consumers to spend time in the great outdoors as they have enjoyed doing throughout the pandemic. 

This demonstrates our EQxIQ approach to crafting impactful brand experiences.

During the activations in Seattle and Portland, volunteers worked to improve the ecological health of forests. They weeded, collected garbage, and completed beautification efforts. The goal was to create more accessible, clean trail systems. After their volunteer work was complete, Thomas’ treated consumers to food from local eateries, which catered a breakfast featuring various Thomas’ products. The brand is currently exploring ways to expand the cleanup program into an annual happening that could benefit local organizations. Thomas’ additionally donated $20,000 to several organizations that support trail maintenance and future expansion plans. 

Read the full article here and reach out to learn more about how our brand experience agency can use our unique EQxIQ process to create a strategy that can level up your company!

*Image credit: Nityia Photography*