Rohan UK has hired BEcause Experiential Marketing to mastermind its presence at a series of county and outdoor shows this summer.

The campaign aims to raise brand awareness, showcase the clothing's technical abilities and broaden Rohan's appeal amongst outdoor leisure fans. Activity is expected to launch in July 2008.

"Rohan has a strong reputation among existing customers, but wants to awaken wider interest from new consumers,” said Sharon Richey, managing director of Because. “We aim to do that by creating a fresh and dynamic presence for the brand at a series of relevant outdoor events this summer."