.png)
The Challenge
The challenge was introducing the BOA® Fit System to the Alpine ski sector for the first time. Whilst BOA® was trusted across the snowboarding, cycling, trail running, outdoor, and workwear markets, we were expecting Alpine skiers to be sceptical of the technology. This innovation marks the most revolutionary change in ski boots since the plastic shell boot's introduction in the 1960s, and such significant changes can be met with resistance and doubts about performance and durability. The brief was to increase brand awareness in the Alpine ski industry, instil consumer confidence in the BOA® Fit System’s proven durability and performance, position BOA®-powered ski boots as top of the range, and secure positive media coverage in relevant publications.
The Strategy
To tackle the challenge, we needed a comprehensive strategy that would encompass a range of initiatives. We would need paid-for media to have full control of the message, a media outreach program to generate earned media and an experience so those in the know could have first-hand experience of the technology.
The Tactics
Our approach began with targeted media buying across prominent ski and tech publications. Our ad plan included sponsored articles, interview features, and full-page ads, all highlighting the performance benefits, rigorous testing, and durability of the H+i1 BOA® Fit System. We collaborated closely with key retailer Ellis Brigham on a retail activation, providing personalised boot fitting sessions to key media and offering them BOA®-powered ski boots to experience first-hand. A press trip to BOA®’s Austrian headquarters in Mondsee featured engaging presentations from the BOA® team and skiing legend Benni Raich, along with an exclusive tour of their prototyping lab. Additionally, we hosted a specialised digital gathering tailored to ski enthusiasts and influential media, further emphasising the system's advantages.
The Content
Content ranged from editorial Op Eds, influencer posts to sponsored advertorial pieces in key publications like the below which appeared in Ski & Board, the Ski Club of Great Britain's membership title.
The Results
Our comprehensive strategy to promote the launch of BOA®’s new Alpine Ski solution yielded impressive results. We successfully heightened brand awareness, securing over 35 pieces of coverage in key UK publications, reaching a combined audience exceeding 79.1 million. The BOA®-powered ski boots were prominently featured in leading ski publications and selected for multiple ‘Best Ski Boots for 2023/24’ gear guides,
ensuring widespread visibility among avid skiers. Additionally, placements in esteemed publications like the Financial Times and Robb Report expanded our reach to high-end audiences. The media value derived from this extensive coverage amounted to £5.41 million, affirming the campaign's substantial impact and resonance in the market.
