Go Outdoors launches latest TV campaign with return of Billy the bird

JD Sports-owned retailer Go Outdoors is today launching a new TV and digital campaign which sees the return of its popular parakeet character, Billy the bird.

The new TV advert builds on last year’s debut of Billy, capturing the sense of freedom that comes from getting outside. It will air across high-profile primetime entertainment programming, including Britain’s Got Talent and Saturday Night Live, over the weekend, and will be supported by a full digital video rollout across online platforms.

The film opens with Billy, once again voiced by actor Will Mellor, perched on the signage of a Go Outdoors store, urging viewers not to stay ‘cooped up’ and encouraging them to ‘Discover Freedom’.

Billy then takes flight, soaring across dramatic outdoor landscapes and past people making the most of life outdoors - calling out “love the jacket” to a lad out walking in Columbia outerwear, and flying past a campsite with a close-up of YETI camping gear  - all set to the disco classic ‘Mighty Real’ by Sylvester.

Carly Czuba, Group Marketing & Digital Director at Go Outdoors, said: “Billy has become a strong and distinctive way for us to bring our brand to life.

“Will’s performance gives the character real warmth and humour, while the campaign itself builds on the success we’ve seen in driving national consideration to an all-time high, and connecting with both existing customers and new audiences.”

The outdoor apparel and equipment retailer has also announced it will be opening a refurbished and upsized store at Lakeside Retail Park in Thurrock next month. There will be a grand opening event taking place on 9 May, with England and Arsenal goalkeeping legend - and angling enthusiast - David Seaman greeting customers.

The newly refreshed Thurrock store is twice the size of the previous location, spanning over 50,000 sq ft and offering free customer parking. It will stock an extensive range of leading outdoor brands, including Garmin, Rab, Zempire, Bleubird, Dometic, Montane, YETI and Thule, alongside trusted favourites such as Peter Storm, Berghaus and OEX.

The store also includes a brand new Leisure Lakes Cycling department, a refreshed Fishing Republic angling concession, a larger Naylors Equestrian concession, and a full indoor tent field for customers to browse the new summer collection.

The first 200 people through the door on the opening morning will receive a complimentary goody bag worth £40. Inside selected bags, there will also be a £500 in-store voucher, one £200 voucher, and two £100 vouchers to spend on the day.

Shoppers attending the launch event can expect a lively and family-friendly atmosphere. Those queuing will be treated to a free hot drink from an on-site coffee van, while inside the store, visitors can enjoy entertainment from a DJ, balloon modeller and face painter.

YETI will be offering free engraving for drinkware purchased on the day, as well as a free ride on the Oracle Red Bull Racing F1 simulator, in celebration of the new and exclusive YETI x Oracle Red Bull Racing range.

Additionally, the Berghaus ‘Repairhaus’ will be on site to repair any Berghaus garments for free, while Montane x Hardest Adventures will be offering the chance to experience what it’s like to train at altitude.

Following a Q&A with David Seaman, customers will have the chance to enter a free raffle featuring prizes including a pair of ASICS running shoes, two pairs of Merrell shoes, a Berghaus backpack, a £2,000 Thule voucher, and more.