Elevencom has launched the first major campaign for its new client Ray’s Outdoors. Elevencom was appointed to the Ray’s Outdoors account over Christmas. The national chain of camping and outdoor stores is a key brand of Super Retail Group, one of Australasia’s Top 10 corporate retailers. The new television campaign aims to position Ray’s Outdoors as the leading outdoors store for Australian families. The campaign features families enjoying themselves in the outdoors using oversized cut-outs from a Ray’s Outdoors catalogue to symbolically demonstrate the great range and prices available at Ray’s. This visual idea also reinforces a new tagline for the brand – “Make the outdoors yours.” Ray’s Outdoors Marketing Manager, Jason Wolff, said the appointment of Elevencom and the launch of the new campaign was part of a major overhaul of the brand. “We are looking at the business from the ground up including product mix, store design and communications.” “It’s great to be working with the team at Elevencom because they know our business and they know how to deliver really strong retail creative,” Wolff said. Elevencom Director of Creative Strategy, Jono McCauley, said Ray’s Outdoors was a very important win for the agency. “Super Retail Group is one of the best retailers in the country and we are thrilled to be helping them develop a great brand like Ray’s Outdoors,” McCauley said.