The It’s Great Out There Coalition has appointed Andrew Denton as its secretary general. Starting immediately, Denton will head up the Brussels based International Non Profit Association that will lead a sustained campaign to persuade more people across Europe to participate in outdoor activities. Launched by the European Outdoor Group (EOG) at ISPO MUNICH, the coalition is an unprecedented collaboration of major outdoor companies that recognise the vital role that outdoor activities can play in combating the inactivity epidemic sweeping the continent.
Andrew Denton has more than thirty years of experience in the outdoor industry and is chief executive of the Outdoor Industries Association (OIA), where he has successfully put outdoor activities at the heart of the UK government’s activity agenda through initiatives such as Britain on Foot. Denton will continue in his OIA role, supported by the association’s new engagement officer Claire Carter. The rest of his time will now be dedicated to heading up the It’s Great Out There Coalition, based in Brussels, close to the centre of European policymaking. Denton will be supported by Arne Strate of the European Outdoor Group, who will be the coalition’s marketing director, in addition to fulfilling his duties for the EOG. The coalition has also confirmed that PR and communications support will be delivered by Right Lines Communications.
Since the It’s Great Out There Coalition was launched at ISPO with twelve Founding Members, more companies have joined the campaign. There are now eighteen Founding Members and the coalition has extended the deadline for others to sign up to the end of March. Organisations that would like to benefit from playing a role in the campaign from the outset should contact Arne Strate on email@example.com.
The It’s Great Out There Coalition president is Arne Arens of The North Face, who comments: “The It’s Great Out There Coalition is building some excellent early momentum and it is vital that we capitalise on that. In Andrew Denton, we have appointed a secretary general who has the ideal credentials for the role. His work with the Outdoor Industries Association has opened government doors in the UK and Britain on Foot was a project that achieved a great deal in promoting the benefits of outdoor participation to the wider population. Andrew will apply some of those principles as we seek to roll out wide ranging It’s Great Out There activity across Europe.
“There is still time for businesses and other outdoor organisations to join the coalition as Founding Members. The more support that It’s Great Out There receives from the start, the more people that the campaign can reach with vital messages about participation in outdoor activities. I urge companies operating in the outdoor sector to consider signing up and helping us to deliver a sustained, far reaching campaign that can transform lives.”
Andrew Denton adds: “I am very excited about the potential of the It’s Great Out There Coaliton. We know that putting a sustained focus on promoting outdoor participation under a campaign brand can work – we’ve seen that in the UK. It’s Great Out There has already reached more than twenty million people in Europe, so the opportunity to leverage and build on that early success is huge. The coalition has secured great support from major brands that recognise the value of working together on this project and I hope that more will come forward as Founding Members during March.”
The It’s Great Out There Coalition will confirm the full board following its first general assembly in the summer. For more information about the coalition and campaign, visit www.itsgreatoutthere.com.