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Columbia Sportswear to launch a new pan-European communication campaign. Publicity PR is selected as its Russian PR partner

Publicity PR, the exclusive representative of ECCO PR Network in Russia, shall implement the communication program to promote Columbia brand in Russia.

A new program with an ambitious name The Greater Outdoors reflects its brand values. The new communication style exposes true brand potential, both for performance athletes and enthusiasts of outdoor activities.

The agency members and their peers from 16 other PR agencies attended the presentation of Columbia Softwear held in its Geneva headquarters June 3-5, 2010.

“The agency faces a complex challenge to develop Columbia brand awareness and make a breakthrough in Outdoor technology perception by Russian consumers. This word is not an easy one to translate into Russia as it means recreation activities and covers multiple activities recently increasingly gaining popularity, from mountain skiing to cross-country running. Our goal, as we view it, is to make the Russian public aware of unique opportunities offered by Columbia,” Yan Khanov, Managing Partner at Publicity PR, said. Russian consumers may review all new products in autumn and winter this year. This is just a small part of information which the brand can deliver about itself.