Objective:

• Successfully introduce new helmet mid-season

Target Audience:

• Snowboards and progressive skiers 14-29, mostly male. To them, a helmet has never been considered cool or necessary although they are the ones pushing the boundaries of the sport.

How Magazines Were Used:

• Vertical ski and snowboard have proven the most effective method of communication to reach the core enthusiast target. Editorial placement lends a respected voice to back media placement.

Results:

• Demand outpaced projections, and sales put the Bad Lieutenant among the top-ranking helmet models.

Industry Awards:

Other Recognition:

Comments: