2025 marked a transformative first year for Vango and Brandwave, one defined by momentum and meaningful partnerships and campaigns that elevated the brand’s presence across the outdoor landscape.
What began with laying the foundations in January, refining processes, shaping the account plan and building the press office structure, quickly evolved into a rhythm of consistent delivery, creative storytelling and activations.
As the year progressed, we built a robust media pipeline, strengthened relationships with key journalists, creators and communities, and secured regular tier-one national coverage. Press briefings with WIRED, Stylist, T3 and OS sparked immediate interest, creating a fresh narrative for Vango within both consumer and industry media.
As spring arrived, conversations with The Guardian and The Telegraph helped position Vango credibly within the broader outdoor news cycle.
At the same time, our first major creative concepts were approved, including the national Radio Broadcast Day and the emerging partnership with CampWild, laying the groundwork for the cultural moments that would define the year.
The broadcast day (right) aimed to secure high-impact radio coverage focused on the importance of digital detoxing and reconnecting with nature, positioning Vango as the go-to brand for all camping needs
and outdoor equipment.
The results included: 15 pieces of coverage with a total audience reach of almost 7,000,000, interviews with BBC Radio Wales, Greatest Hits Radio York and North Yorkshire, That’s TV, UK Local TV and BBC Radio 5 Live. Each interview included key messaging on the importance of connecting with nature and digital detoxing.
The collaboration with CampWild became a standout success story. Into the Wild brought together 20 hand-picked creators for a story-led outdoor experience that showcased Vango kit in its natural environment and reinforced the brand as an enabler of meaningful time outside. The output, including content, sentiment and national coverage, far exceeded expectations.
Its success opened the door to Into the Unknown, a more intimate and ambitious second chapter designed as an empowering, female-only experience. With a carefully curated guestlist and thoughtful production details, the activation delivered an immersive, purposeful environment that attendees praised for its care, craft and intention. It strengthened Vango’s reputation as a brand that brings women together outdoors with authenticity, confidence and imagination.
Throughout summer, coverage remained consistently strong across national outlets including The Independent, The Guardian and The Telegraph, while a steady flow of creator collaborations helped keep Vango culturally present and community-driven. Paid-for media opportunities, including Escapism, Proper Magazine, Scottish Herald and wider lifestyle titles, broadened reach even further.
Autumn saw the delivery of Into the Unknown alongside accelerated planning for 2026. Conversations with National Geographic, Trail and Live for the Outdoors opened new pathways for future storytelling, while preparations for Kendal Mountainb Festival ensured Vango remained present at key cultural touchpoints.
At Kendal, Vango and CampWild activated together once again, welcoming press and creators to an intimate wild swim and sauna experience in partnership with PortaSauna. Framed around the shared narrative of Together In Nature, the activation brought the community into the outdoors in a meaningful way, while also reuniting the Into the Wild crew and reinforcing the strength and spirit of the partnership.
Throughout the year, the team maintained a strong presence across key trade shows, using each moment to elevate the brand’s profile. By proactively arranging targeted press briefings and one-to-one media meetings, we ensured consistent, high-quality exposure with priority titles and journalists.
As the year drew to a close, visibility remained high. Christmas gift guides in national and specialist press helped cap a strong Q4, while year-end reporting and a full case study captured the impact of the programme. Planning also began for OTS & CCM – the first tradeshow milestones of 2026 and the starting point of Vango’s 60th anniversary year.
Looking back at digital coverage specifically, Brandwave secured 127 pieces of coverage, with an estimated 8 million views, an audience of 860 million and over 6,000 engagements.
Together, these moments (and numbers) have formed a year built on clarity, consistency and creative execution, strengthening and growing the Vango community and laying a foundation that now positions the brand for an even more
ambitious and culturally resonant 2026.
