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 November 19, 1999

PlanetOutdoors uses ‘Blair Witch’ crew for campaign

BOULDER – The popularity of low-budget films like the “Blair Witch Project” has inspired local e-tailer PlanetOutdoors.com to use the film technique for a new advertising campaign.

For three days in November the online store retained HAXAN films, creators of the “Blair Witch,” to document the “Lost Tribe Expedition,” a mission to bring the enslaved inhabitants of New York City, the so called “Lost Tribe,” away from the concrete jungle and back to nature.

PlanetOutdoors will use the documentary to launch a national television advertising campaign for its outdoor gear Web site at www.PlanetOutdoors.com. The first segment was scheduled to air on the Outdoor Life Network on Nov. 10.

The project is the first ad campaign and the first film project for HAXAN since making “Blair Witch.” Team members were outfitted with concealed cameras to capture their exploits.

After navigating through New York Harbor, the expedition’s five team members docked at the Staten Island Ferry Terminal on Nov. 2. They unloaded their gear and trail blazed into lower Manhattan. After coaxing the “cubicle people” of the financial district out of their nine to five daily grinds, the team set up camp atop 25 Broadway, a building in the district.

Following the climb back down into the jungle, team members visited locals in the East and West Village, Chinatown, the Public Library and Times Square, inviting commuters on the F-train, bike messengers and tourists to journey with them into the great outdoors. The expedition was completed on Nov. 4, exiting Manhattan via the Brooklyn Bridge.

— Anjanette Mudd

BOULDER – The popularity of low-budget films like the “Blair Witch Project” has inspired local e-tailer PlanetOutdoors.com to use the film technique for a new advertising campaign.

For three days in November the online store retained HAXAN films, creators of the “Blair Witch,” to document the “Lost Tribe Expedition,” a mission to bring the enslaved inhabitants of New York City, the so called “Lost Tribe,” away from the concrete jungle and back to nature.

PlanetOutdoors will use the documentary to launch a national television advertising campaign for its outdoor gear Web site at www.PlanetOutdoors.com. The first segment was…

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