Polaris, an American snowmobile and off-road vehicle manufacturer, wants to increase its presence in Quebec and Atlantic Canada, so it is readying a campaign from Halifax-based agency Revolve.
Polaris’ Quebec-based competitor Bombardier Recreational Products is a strong player in the region, and is the company Polaris hopes to steal share from.
“Polaris sees it as a significant growth opportunity,” said Phil Otto, CEO of Revolve.
The agency — which has plans to open a small office in Montreal and has experience in the Quebec market doing brand strategy, TV and digital work for Ace Hardware and Source for Sports — launched a sponsorship program and an app to promote the Polaris snow division’s products.
Driven by market research that found significant overlap between hockey fans and Polaris’ target demographic, Revolve created a sponsorship program with the Quebec Major Junior Hockey League. Polaris will be the official sponsor of the league and it’s 12 Quebec-based teams.
Revolve also created a contest app set to launch in December, and has placed ads on the Facebook pages of the league’s 18 teams, reaching over 100,000 fans. They includes the chance for fans to win a Polaris snowmobile.
Another wave of advertisements will launch in December, including rink boards, TV ads and online properties — all created by Denver-based Integer, but Revolve provided insight into the media planning, and will review and tweak them before launch.
