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REI.com, the online division of outdoor sporting goods retailer REI, is preparing to roll out its first print campaign from ad agency Copa cino. Billings were not disclosed.
Founded in 1938, REI has anchored its business on a co-op program—consumers can become lifetime members for a $15 fee—and is now aiming to cement that image online. With over 45,000 pages of products and information, including how-to pages and member bulletins, the Web site parallels the philosophy of REI’s bricks-and-mortar stores, said Devony Hastings, online public affairs manager for the company.
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