VIBRAM USA’S SECOND ANNUAL RETAIL PROMOTION, “VIBRAM, TESTED WHERE IT MATTERS” STARS KEY RETAILERS IN TELEVISION CAMPAIGN
POP Program To Hit 200 Selected Specialty Outdoor Stores
CONCORD, Mass. (December XX, 2003) — Building on the success of last year’s marketing campaign, Vibram, the global leader in the design and production of premium footwear outsoles, is once again boosting its brand presence and in-store visibility through a new campaign with the theme “Vibram, Tested Where It Matters.” As an added benefit this year, eight key retailers will be featured in a broadcast advertisement with a closing dealer tagline informing consumers of the retailer’s store and location. The point-of-purchase program will be showcased in 200 selected specialty outdoor stores and advertised on television from the 2003 holiday season through February 2004.
“Vibram, Tested Where It Matters” combines Vibram sponsorship of the widely televised Mountaintop Ski and Snowboard Series with a retail promotion that features: Vibram POP displays; promotional banners; educational materials; Vibram tee shirts for sales associates; and consumer giveaways.
“Last year’s Vibram promotion was extremely effective in raising Vibram’s profile in the market,” said Tony Post, president and CEO of Vibram USA. “We believe changing the theme this year enables us to deliver an important message about our brand. Through ‘Vibram, Tested Where It Matters’, we will not only educate sales associates and consumers about the unique features and benefits of Vibram soles, we will also remind them that Vibram is constantly product testing soles under the most extreme conditions all over the world. This kind of ‘real life’ testing is a passion at Vibram that ultimately leads to better compound development, better outsole design, better quality and a more informed position about the consumer.”
In its 17th season, The Mountain Top Ski and Snowboard Series is a 13-episode program series that features programming from legendary sport filmmakers from around the globe, including the acclaimed Teton Gravity Research in Jackson, Wyo. Like last year, the programming series and Vibram commercials will generate over one billion potential impressions from November 2003 through February 2004. The series is airing on local cable, independent and network stations in major markets including Chicago, Los Angeles, New York City, San Francisco, and in upscale resort markets including Aspen, Killington, Tahoe, Vail and many others. United Airlines and US Airways will also air the series as part of their in-flight programming.
Within each of the 13 programs, Vibram will air a 30-second commercial. The new TV spot will include the “Tested Where It Matters” tagline supported by footage of established outdoor athletes people climbing, riding and adventuring in Vibram-soled products.
For this promotion, Vibram has taken the extra step of placing dealer tags on commercials in 25 markets in the US. Featured dealers include: Adventure-16, Costa Mesa, Calif.; Any Mountain, Berkeley Calif.; Backwoods, Lawrence, Kan.; Blue Ridge Mountain Sports, Charlottsville, Va.; Bob Smith’s Wilderness House, Boston, Mass.; Erehwon Mountain Outfitters, Chicago, Ill.; Midwest Mountaineering, Twin Cities, Minn.; and Paragon Sports, New York, N.Y.
Vibram® is recognized worldwide as the leader in high performance soles for outdoor, recreational, and work footwear. Vibram soles have set the standard since Vitale Bramani created mountaineering’s first rubber lugged sole in the late 1930’s. Vibram soles have gone on to conquer Mt. Everest, K2 and a host of the world’s tallest peaks. Today, the company works with established brands including Danner, La Sportiva, Lowa, Merrell, Montrail, Nike ACG, Red Wing, Scarpa, Vasque, Wolverine and many more. QB Soling, Inc., located in North Brookfield, Mass., continues to serve as the exclusive licensee for Vibram soles made in the USA. For furtther information, visit www.vibram.com