Building a messaging strategy for the Explore More loyalty scheme.

Cotswold Outdoor Group had just rebranded, so the loyalty scheme needed a refresh to match. My task: one tagline to carry it, but with a catch. It had to work across all three sister brands (Cotswold Outdoor, Runners Need, Snow+Rock), each with its own tone and audience.

One tagline had to speak to runners, skiers and climbers alike. I landed on Be more, get more, explore more. It captured the active, adventurous streak all three audiences share, then folds in the payoff: sign up and you get more from your gear and more time out in the wild.

From there I built it out across every channel, including in-store signage, shaping how the scheme was introduced and talked about at each touchpoint.