With 4th annual ‘Wintervention’ tour, L.L.Bean helps college students take on the winter


October 15, 2015 – Students at 20 colleges throughout New England, the Northeast and Midwest now have reason to be even more excited about winter thanks to L.L.Bean. The iconic retailer’s fourth annual Wintervention tour features a mix of comprehensive product displays and demonstrations, giveaways and social media engagement.

As part of the campaign, the company is contributing $500 to each institution’s student-run outdoors club. The donations celebrate students’ efforts to promote conservation and enjoyment of the great outdoors — goals that are both squarely in line with L.L.Bean’s own principles.

Wintervention began in 2012, and has been planned and managed since 2013 by Newbridge LIVE!, the experiential marketing division of Newbridge Marketing Group. Earlier this year, Newbridge managed L.L.Bean’s inaugural Summer Tour, which traveled to 11 sites in eight states.

Throughout the Wintervention tour, students at each campus can check out L.L.Bean’s instantly recognizable Bootmobile, try on the company’s latest clothing, boots and gear — including the Traverse line, which was co-designed by Olympic and X Games medal-winning snowboarder Seth Wescott. In addition, they can take part in games like “boot toss” and pose for photos they can share on Twitter, Facebook and Instagram with the hashtags #wintervention and #lifeisbetteroutdoors.

Plus, brand ambassadors will distribute coupons redeemable at L.L.Bean retail locations, and one lucky student at each campus will win a $300 L.L.Bean gift card.

The program, which began in late September and will continue through early December, was designed to connect L.L.Bean with a new generation of outdoor enthusiasts, introduce students to clothes and gear that are engineered to get them through chilly winters, and showcase the core values that has won L.L.Bean generations of passionate fans — a 100 percent lifetime guarantee, free shipping, and commitments to the environment and the community.

The tour began with 10 stops in 2012 and has grown each year since. Its upcoming 2015 stops are:

  • Oct. 16: University of Pittsburgh
  • Oct. 20: Virginia State University
  • Oct. 21: Virginia Commonwealth University
  • Oct. 23: Villanova University
  • Oct. 26 and 28: Temple University
  • Oct. 29: Drexel University
  • Nov. 2: Lehigh University
  • Nov. 4: Kent State University
  • Nov. 5: Case Western Reserve University
  • Nov. 18–19: Ohio State University
  • Nov. 30–Dec. 1: University of Connecticut
  • Dec. 2: Boston University

The tour has already visited eight campuses:

  • University of Vermont
  • University of Massachusetts Amherst
  • Rensselaer Polytechnic Institute
  • Binghamton University
  • Ithaca College
  • Hamilton College
  • University of Rochester
  • University of Buffalo

About Newbridge Marketing Group

Founded in 2004, Newbridge Marketing Group (NMG) is comprised of three divisions – Newbridge Campus, Newbridge Sports + Entertainment and Newbridge Live! – its experiential marketing division.  Leveraging learnings from the execution of more than 600 partnership marketing programs over the past 11 years, NMG customizes programs to help brands and agencies more authentically engage their target consumers.

In 2015, Newbridge LIVE! was named to Event Marketer magazine’s “It List” of the top 100 event agencies. For its collegiate work, NMG leverages platform partnerships at over 2,000 campuses through campus bookstores, intramural athletics, fitness centers, student unions, cafes and student clubs, consolidating what is an otherwise fragmented college market. For additional information on NMG, visit www.newbridgemg.com or follow along on LinkedIn and Twitter.


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