Renowned outfitter Fjällräven has its origins in Sweden, but the brand has deep roots in Colorado as well – and it wanted TURNER to help strengthen those roots. So we turned to the Park Hyatt Beaver Creek Resort & Spa, one of the state’s premiere Rocky Mountain escapes, for an inspired collaboration: the Backpack Concierge Program.
What We Did
Fjällräven’s premium, sustainable backpacks are sturdy and stylish – and perfect for Rocky Mountain explorations. To take advantage of Park Hyatt Beaver Creek’s abundant outdoor adventure opportunities, TURNER and Fjällräven implemented a Backpack Concierge Program at the resort for the upcoming summer season. Hotel guests had the option to borrow a Kaipak or Rucksack No. 21 Medium through the resort to use on local hiking trails during their stay. The backpacks came stocked with “Local Secrets” cards, custom-designed by Park Hyatt Beaver Creek’s team, filled with tips on places to go and things to see, from hidden hot springs to dog-friendly hikes.
It was almost inevitable that guests would fall in love with their Fjällräven gear – so the program made it easy to take the next step. Those who participated in the program received a 10 percent discount towards future Fjällräven purchases.
To get the word out about the Backpack Concierge Program, a personalized package was sent to 14 editors in the travel and outdoor spaces. Each kit included a Rucksack No. 21 Medium, a reusable water bottle, sunscreen, trail snacks and a custom guide to outdoor recommendations near the resort.
RESULTS
The program was a hit with both media and guests, strengthening Fjällräven’s presence in Colorado and bolstering Park Hyatt Beaver Creek’s reputation as a resort with out-of-the-ordinary summer offerings. TURNER’s outreach efforts resulted in coverage from Afar, Luxury Travel, Town and Country and Country Living.
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