BRANT ROCK, MA ¿ Leedom International, the manufacturer and distributor of Leedom ski & snowboard helmets has formed a partnership with Mazda North American Operations to rollout an expansive on-snow consumer demo program in New England. The On-snow Demo Program will consist of more than 130 consumer demos at mountain resorts across New England to create awareness of The Helmet Movement – Leedom’s campaign to educate alpine enthusiasts that advanced helmets are the optimum choice in ski & snowboard headgear¿while at the same time showcasing Mazda’s new 2000 MPV minivan to a previously untapped market segment.
Mazda has allocated five MPV minivans and two 4X4 Troy Lee Edition B3000 SE Mazda trucks to make this one of the most successful on-snow consumer demo programs in history. “It’s an advantageous partnership for both Leedom and Mazda,” comments Dennis Leedom. “With more than 10 years of experience in the headgear market, it is proven that once consumers have the opportunity to try a helmet on hill, they will opt to buy one.” Leedom continues, “Our partnership directly links Mazda to the fastest growing segment in the snowsports industry and it’s great to see consumers making a direct correlation to both brand’s strengths.”
The features of the MPV minivan are perfect for trips to the slopes,” comments Pete Lebish of Mazda North American Operations. “The MPV’s dramatic design incorporates innovative features like a rear seat that inverts to create a tailgate bench seat, prefect for putting on ski cloths and boots. We also have a video display monitor for playing video games or watching movies on those long trips to the slopes. But most importantly, the MPV’s 5 star crash test rating places you in the safest van you can purchase. This is Mazda’s first venture into the world of snow sports, so when looking for a partner, we wanted someone with a reputation for safety, quality and performance, Leedom was the obvious choice,” concludes Lebish.
Leedom utilizes 12 trained on-snow representatives (teams of 2 for each vehicle) who perform demos every weekend throughout the season. Leedom’s On-snow Team Leader Bill Pabst comments, “The majority of helmet sales happen in-season as impulse purchases when sliders are in the lift lines and on the hill.” “The On-snow demo program not only creates awareness of the protection and performance capabilities of Leedom helmets, it is one of the best ways to support authorized Leedom retailers and Mazda dealerships,” concludes Pabst.
Leedom and Mazda kicked off their partnership at the BEWI Boston SnowSports Expo in November. The dramatic presence created by the 600 square foot booth helped to make Leedom the top selling helmet brand for Ski Market during the show. “The Boston Ski Show was a tremendous success for both Leedom and Mazda,” comments Leedom spokesperson Amy Carey. “We had people coming in the booth to try on Leedom helmets who ended up spending a great deal of time relaxing in the MPV minivans.” “Our demographics are perfectly suited with Mazda and the Boston Ski Show was the perfect example of how successful the on-snow program will be for both partners,” concludes Carey.
Look for Olympic Gold Medalist, Jonny Moseley to be traveling in the Mazda MPV during his visit to Lake Placid for the Nutri-Grain Bumps & Jumps Contest (January 29 ¿ 30), Stratton’s EWSRA/NEWSR On-Snow Demo (February 1-3) and the 4th Annual ESPN Winter X-Games at Mount Snow (February 3 ¿ 6th).
For more information on the Year 2000 Mazda MPV minivan contact Mazda North America at 800-639-1000 or visit their website at www.mazdausa.com. For more information on Leedom or for on-snow demo dates contact 800-536-6695 or visit their website at www.leedomhelmets.com