VANS
PROGRAM
Vans Triple Crown Wake Board Championship
MARKETING CHALLENGE
To drive attendance for a relatively new sporting event that takes place in
a low-profile, regional location.
OVERVIEW
To generate awareness for Vans proprietary Triple Crown Events in the innovative,
up-and-coming sport of professional wake boarding, The Regan Group partnered
with some of the most distinguished names in the water sports industry. Connelly
Wake Boards, Blind Side, KD Water Sports, Shark Watches, and Activision all
signed on to help promote the Vans Triple Crown and establish credibility
for the sport. Flyers were created announcing the events and distributed to
the target audience via street teams and lifestyle marketing. The 3 #1 alternative
stations in LA, San Diego, and Diamond Bar were also brought in to promote
the event on-air.
SUPPORT
- Counter Cards, Posters, and Sweepstakes POP were placed in all Vans Retail
locations
- Night Club poster signings with Wake Board Championship Pros
- Radio exposure
- College campus mailings and flyer distribution
RESULTS
The event attracted over 6,000 people per day in the course of three days.
The radio promotions garnered $25,000.00 in on-air advertising without a formal
media buy.
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