Climbing and mountaineering in contemporary Czech marketing campaigns

Objectives: Bachelor thesis concentrates on climbing and mountaineering theme in contemporary Czech marketing campaigns. The main target is to retrace the frequency and the form in which the investigated topic appears in the media and other marketing tools of internal and external communications. We will also try to determine the motivation of companies to use this theme for self-promotion and to compare it with the motivations of climbers and mountaineers, which leads them to carry out the activity. Methods: The survey was based on semi-structured interviews managed together with an analysis of printed and electronic documents. Another data was obtained from the database of media and sports agencies. Participants were representatives of advertising agencies and marketing managers of outdoor and non-outdoor companies that used the topic in their promotion. The key campaigns took place in 2010 - 2014. Results: We assume that the main motivation for companies to use mountaineering and climbing motive for brand promotion are specific personality of climbers themselves, not the activity. Surprisingly the main role in their choice played personal relationships, regional support and the personal character, more than sport results or popularity. By combining brand with an individual climber companies try to..