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MWO Featured in L.L. Bean National Ad Campaign (Preview TV Spot Here!)

Posted: October 16, 2006

For five years, L.L. Bean has supplied extreme weather gear to the staff of the Mount Washington Observatory. The hardy mountaintop crew is outfitted in L.L. Bean gear from head to toe, and they put that gear through a bit more "wear and tear" than the average person. Bitter cold, heavy snow, severe wind and freezing fog are all just a part of daily life atop the tallest peak in the northeastern United States. In fact, the mountain has earned the reputation of having the "world's worst weather."

L.L. Bean is utilizing their relationship with the Observatory by launching a national televison and magazine advertising campaign that features the mountain's weather extremes and those who live and work in those conditions.

"L.L.Bean is thrilled to feature the Mt Washington Observatory in our national advertising campaign," says Sherry Haley, Assistant Advertising Manager at L.L.Bean. "Using advertising to leverage our long standing partnership with the Observatory, we can show our customers how we work together to test our products. If our products can survive the top of Mt. Washington, they can stand up to anything our customers might put them through."

Television ads feature a tongue-in-cheek look at product testing on the summit of Mount Washington. Why wait to see it on TV? Take a look at a preview of the national TV ad.

The print ads feature an actual photo of former Mount Washington Observatory intern Rick Giard chipping away at accumulated rime ice on an instrument, on a cold, windy, typical Mount Washington winter day. The ad states, in tongue-in-cheek manner, that L.L.Bean created their best jacket ever for the guy with the worst job ever.

Print ads will appear in two dozen magazines during October and November nationally, including National Geographic Adventure, Men's Health, The New Yorker, Scientific American, Outside, Real Simple, Backpacker and U.S. News & World Report.

"L.L. Bean has been such a great partner over the years, and we are delighted that they will be shining the limelight on the Observatory this fall," says Scot Henley, Mount Washington Observatory Executive Director. "When our crew on the summit of Mount Washington can say that they are outfitted in high quality, warm, safe gear, there is a certain amount of credibility that goes along with that. L.L. Bean's gear definitely passes that test."

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