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PR & Reputation Management Company

Go Outdoors


As the Coronavius pandemic hit and brands sought ways to support and connect with consumers, as experts in consumer PR, Smoking Gun was approached by leading outdoor retailer Go Outdoors with a unique consumer PR brief.

As families were confined to their homes, the brand got behind a fundraising idea from a regular bathroom-fitting dad-of-two from Nottingham, who had been camping out in his back garden with the family to raise money for the NHS.

As one of the UK’s biggest suppliers of camping and outdoor gear, this was great positioning for Go Outdoors, but our ultimate objective was to support dad Ian in his goal to raise £100,000 through high profile media exposure.

We kitted out Ian’s family with a new tent and a dedicated Facebook page began uniting people from all over the world who were donating their £2 ‘pitch fees’ to take part from their living rooms and gardens.

Go Outdoors helped spread the word to its millions of email subscribers and social media followers, and offered tips to help families get the most out of their at-home camping experience.


More than 200 media hits

and weblinks later, Ian’s fundraising target was well and truly smashed, as donations reached £178,000. The money would support NHS workers on the front line of the pandemic. Over 13,000 people took part from all over the world.

High profile media placements

included BBC Breakfast, ITV Good Morning Britain and Lorraine, MailOnline, The Independent, The Sunday Telegraph, The Sun and Daily Mirror – each giving a hat tip to Go Outdoors for its support.


including Olympian Greg Rutherford even got involved and, perhaps most proudly, Ian was granted the Prime Minister’s Points of Light Award.

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