Fjällräven pledges support to Lake District campaign


Mountaineer Alan Hinkes and filmmaker Terry Abraham

A campaign by the Lake District’s Hoteliers Association (LDHA) has been given a helping hand by Fjällräven with the brand announced as an official sponsor of this winter’s promotion – Reveal the Real Lake District. The campaign aims to highlight to visitors that the Lake District remains well and truly open for business following 2015’s floods. A brand that feels true affinity to this outdoor-enthusiasts’ stomping ground, Fjallraven is delighted to step up and support the campaign with several exciting marketing initiatives.

A true hub for outdoor-lovers, the Lakes are widely renowned for their breathtaking fells, charming towns and stunning vistas. A joint campaign by over 50 of the area’s hotels and attractions, the LDHA’s Reveal the Real Lake District campaign will see many of the region’s private businesses working together to spread the word about what the Lake District has to offer. As an official sponsor of the campaign, Fjallraven has offered the LDHA extensive support in the form of several different promotional activities.

As well as providing each of the LDHA’s participating hotels and attractions one of its iconic Kånken daypacks to give away to guests, Fjallraven has also agreed to offer one overall winner the chance to spend a day out on the hills with its brand ambassador and renowned mountaineer, Alan Hinkes OBE. Although a true Yorkshire man at heart, Alan has an equally soft spot for the Lakeland hills and boasts outstanding knowledge and experience of the area.

To help the campaign spread its message further afield, Fjallraven has also enlisted esteemed film-maker Terry Abraham to make some short videos of brand ambassador Alan out and about in popular Lake District spots. Aiming to highlight the many reasons to visit the area, the two leading outdoor personalities will shoot the videos while out on the hills together shooting Terry’s forthcoming, Fjallraven-sponsored Alan Hinkes biopic.

Fjallraven UK’s Managing Director, Ralph White, commented; “Fjallraven has gained such a bedrock of support from Lake District fell walkers and businesses alike that we’re delighted to join in with this campaign to boost tourism in the area. One of the biggest things we’re doing to help in this is producing some short films which will be filmed by acclaimed documentary film maker, Terry Abraham, and featuring our gear ambassador, Alan Hinkes. The message will be “the Lakes are well and truly open for business this winter.”

For more information about the LDHA’s winter campaign go to To find out more about Fjallraven, visit