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.

PROGRAM 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.