Polarmax

Polarmax, the designer and manufacturer of high-tech, base-layer clothing engineered to keep you warm, dry, and comfortable, contracted Recast Marketing to launch the brand into the 21st century after years of limited marketing effort.  The goal: to generate new, loyal customers and expand beyond skiing, into snowboarding and other winter sports, and ultimately grow a new segment.

Strategy:

• Create a new image for Polarmax (New logo, website, marketing strategy)
• Communicate to the world in a manner that is consistent with and supports the integrity of the brand
• Generate customer interaction with the Polarmax brand

What we acheived:

• Created a completely new brand identity
• Developed a new, state-of-the-art website full of rich content and information
• Produced photography and video for the new site featuring Polarmax clothing on tour in Patagonia, Argentina

• Produced photography and video for the new site documenting the Polarmax Green Story and Process

• Created a promotional contest for two lucky winners to win an all-expenses paid trip to the 2010 ESPN Winter Xgames in Aspen, CO
• Secured advertising(Skiing and Snowboarding magazine) to promote the contest to appropriate demographics and drive traffic to the new site for contest registration
• Secured Polarmax sponsorship of the ESPN Winter Xgames where we created an on-site presence with the Polarmax event tent, marketing Street-team, daily raffles, give-aways, marketing materials, PA announcements, inclusion in ESPN marketing materials, and video/photography coverage.
• Building and promoting a Polarmax Facebook precense to support the marketing strategy
• Launched the Polarmax Winter Give-Away Contest which included a co-sponsorship with Hanson’s Board Shop and more print and online advertising.

Results:

  • Currently Generating twice the web traffic compared with previous Polarmax site. Up to 120,000 unique visitors this first year versus 60,000 with old site the year before.
  • Generated 2,600 online entrants to the Polarmax Win-A-Trip to the X Games contest via print advertising, Facebook advertising, and Email Blasts
  • Facebook advertising campaign resulted in 6,000,000 impressions, Print: 300,000 impressions
  • Executed the Polarmax marketing event at the Winter X Games in Aspen, CO (84,000 attendance) complete with a Polarmax event tent, Polarmax Street Team, creation of give-away merchandise, daily raffles, creation of marketing communication materials, four days of video production and coverage of event, on-site event marketing via ESPN including inclusion in marketing materials, PA announcements, and JumoTron exposure
  • http://www.polarmax.com/lodge/xgames14