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We turned Ringwood’s Páramo store from hidden gem into local hotspot.
A ‘Talk & Walk’ with brand ambassador Zoe Langley-Wathen and her husband Mike brought the community together for a high-energy morning of adventure storytelling, sunshine, and meaningful connection.
The challenge
With the high street under pressure, Páramo wanted to make its Ringwood store a destination, boosting visibility, driving footfall, and building lasting relationships with local audiences and content creators.
The strategy
We spotted a powerful moment. Zoe and Mike were part-way through an epic 7,300-mile coastal trek around Britain, so we brought the journey to Ringwood.
Our idea: a ‘Talk & Walk’ event that blended inspiration, community, and purpose.
Live storytelling from Zoe and Mike in-store with a local charity tie-in supporting Dorset & Somerset Air Ambulance in a relaxed, welcoming format with coffee, pastries, and conversation. Followed by a scenic guided walk led by Zoe, straight from the store and exclusive access to signed copies of Zoe’s book, 630 Miles Braver.
We invited local media, community members, and outdoor enthusiasts with the goal to create an experience, not just an event.
The results
Within 15 minutes of the doors to the Páramo store opening we’d reach capacity, with 29 attendees all eager to hear Zoe and Mike’s stories from the trail. With refreshments in hand the audience was engaged and inspired. An hour-long walk followed the talk, led by Zoe from the store, in the sunshine (thankfully) and provided a great opportunity for people to connect and chat about their own adventures. The momentum didn’t stop after the walk. Back in-store, the atmosphere was electric with guests browsing the rails, trying on garments and engaging with the store staff. Conversations flowed between like-minded adventurers and signed books were requested all while money was raised for a worthy cause.
The event met the objectives: stronger local presence, deeper community ties, and a measurable boost in store engagement.
