The 163-year-old brand is airing its first TV ad this week.
“We know we have low brand awareness,” says Perkins, who is a third-generation member of Orvis owner the Perkins family. “When people get to know us, they like us, but we need to make it easier for them to get to know us.”
Orvis has been ramping up its print and social advertising as well. Last year, the retailer, which has nearly 100 locations in the U.S. and U.K., started working on its current “The Great Awaits” campaign, running ads in print. That campaign, which showcases the excitement many consumers have around the outdoors, was extended to the new 30-second TV spot. The commercial features Orvis employees in many of their natural habitats.
“The social tension of anticipation is something we’re really good at celebrating with our customers,” says Perkins.
Since sales are up at Orvis—the chain grew 11 percent last year, according to Perkins—the marketing budget is also growing, though it remains the same percentage of revenue, Perkins notes. Orvis plans to watch how the new TV ads perform and spend accordingly in the second half of the year.