Objective:

• Cold can be a benefit for skiing, but not for a ski brand’s image. When Atomic skis found that perceptions of the brand as technologically sound left consumers cold, their magazine campaign heated things up.

Target Audience:

• Hard-core skiers 18 - 44

How Magazines Were Used:

• The only medium available to reach hardcore skiers is magazines like Ski, Skiing, Powder, Freeze and Free Skier. These five magazines reach over a million skiers combined, and all the key influential decision makers in the ski industry; therefore, the consumer magazines are also the trade magazines. Any brand that wants to be considered legit must have a presence in these magazines.

Results:

• Unit sales rose +17%, and revenue grew +19%. The brand also moved from 3rd to 2nd last year - up from eleven just four years ago. Now that’s cool.

Industry Awards:

• 2003 MPA Kelly Finalist

Other Recognition:

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