Terra Nova Equipment
Senior marketing leadership across Terra Nova, Wild Country and Extremities — website, team building, campaign creative direction and commercial infrastructure for an iconic British outdoor brand.
The Context.
Terra Nova Equipment is one of Britain's most respected outdoor brands — home to three distinct product families: Terra Nova, the expedition-grade performance brand trusted by adventurers in the world's most extreme environments; Wild Country, the accessible UK-designed camping range; and Extremities, specialist head, hand and foot protection.
With over 40 years of heritage and a design ethos built around "best in class," Terra Nova needed senior marketing leadership to match the ambition of its product development.
Anchor & Dash was brought in to provide embedded senior marketing leadership across the full brand portfolio.
The Challenge.
A technically excellent business without a marketing function operating at the same level
Multiple brands requiring consistent yet distinct marketing approaches
No structured team in place — resource needed building and developing from the ground up
Website not functioning at the commercial and brand level the portfolio deserved
Affiliate and trade relationships requiring structure and management
Seasonal campaign and event activity requiring creative direction and budget oversight
The brands had the heritage, the product and the credibility. The marketing infrastructure needed to catch up.
The Outcome.
A functioning, structured marketing operation built across all three brands — with a team in place, systems established and commercial outputs delivered consistently across web, trade, campaign and events.
STRATEGY.
Senior marketing leadership across Terra Nova, Wild Country and Extremities
Brand and channel strategy developed for each distinct audience
Budget management and planning across the full marketing function
Creative direction on seasonal campaigns aligned to product launches
Trade and retail communications strategy for the rep and wholesale network
SYSTEMS.
Full website build and launch — repositioning the brand's digital presence as a genuine commercial asset
Marketing team recruited, structured and developed
Apprentice training programme implemented within the marketing function
Affiliate programme managed and grown
Trade brochures and rep materials produced to brand standard
Event support and activation across key outdoor industry moments
SCALE.
Marketing function operating independently with a structured team in place
Website live and performing as a commercial and brand asset
Consistent campaign and content output across all three brand families
Affiliate and trade relationships structured and managed
Brand credibility maintained and strengthened across a complex multi-brand portfolio
If your business has vision and momentum but lacks strategic marketing architecture, we can help.