The effort, via Warschawski, comprises a promotion around top travel destinations, "The Top 10 Gore-Tex Footwear Summer Travel Destinations."
The effort, created through a partnership with Adventure Travel and Trade Association, uses ATTA's top 10 travel destinations as backdrops for a treasure hunt for a diamond-shaped Gore-Tex-branded game pieces. The winners get $500 in branded gear.
The company is also running newspaper ads in major markets and POP materials at retail outlets selling Gore-Tex gear. There is also a promotional element, email campaigns to retailer mailing lists and in-store posters.
The campaign Web site--gore-textravelfootwear.com--is the portal for travelers to find information about the Top 10 destinations, clues for finding the hidden game pieces and recommendations for Gore footwear. Visitors to the site can also participate in a write-in contest for a chance to win a free pair of travel shoes.