The Quebec Federation of Snowmobile Clubs and the International Snowmobile Manufacturers Association are inviting families to comb the province’s snowy back-country with the all-French “A Vos Motoneiges” (Let’s Go Snowmobiling) campaign.
The provincial campaign, created by Detroit-based All Seasons Communications, consists of two 30-second radio commercials, one 30-second TV spot and the website avosmotoneiges.org.
The goal is to promote snowmobiling as a family friendly activity and to change the perception of the sport and its participants, said All Seasons Communications president, Beth Monicatti-Blank.
“We talk about the ability for families to do this and at a reasonable price. Also, a lot of people have this image of snowmobiling as being a guy’s sport; you have to go fast and be out all day—and that really isn’t the case,” she said.
The message of family fun is conveyed in one of the radio spots and the TV commercial. The second radio ad discusses responsible snowmobiling.
After the snowmobile industry conducted a series of studies, the target market was narrowed to owners or potential owner 35-49 with children 6-17, with a household income over $50,000, said Blank.
The “educational” website hosts a variety of articles covering topics from the various snowmobiling locations, the different types of snowmobiles and where to rent them.
The International Snowmobile Manufacturers Association represents the four snowmobile manufacturers Arctic Cat, Polaris, Yamaha and Ski-Doo—manufactured by Canadian company Bombardier.
The campaign launched last week and will run until the beginning of April. Cossette Communications Group in Montreal handled the media buy.
