For 160-year-old British brand, Hunter, creating a physical retail presence is only a sliver of the broader brand strategy, and instead, the company known for their rubber Wellington boots is opting for deep and aligned experiential marketing to share their brand story and connect with their consumer. Hunter“We need to find as many opportunities to deliver a brand experience as we can,” says Hunter’s Creative Director, Alasdhair Willis, during an interview in New York. Blue Hill at Stone Barns is the center of a fully functional farm where Barber is leading the development of agriculture and animal products with innovation, flavor and ethics in mind. The clever thing about the Blue Hill at Stone Barns experience is that the alignment was smart, well-conceived and made perfect sense for the brand. “Blue Hill represents the behavioral pattern and the lifestyle of that particular audience for Hunter Field,” says Willis.

Source: Forbes October 30, 2017 11:48 UTC