POLARIS – ORV MY-2022 PRESS EVENT

Challenge

Polaris Off-Road Vehicles (ORV) challenged The Brand Amp to conceptualize a new, different event activation to drive media coverage and increase consumer awareness for the Model Year 2022 Off-Road vehicle line up. The line up included new RZR, RANGER, GENERAL, and Sportsman models. While endemic off-road (ORV) media are always a core focus and priority, The Brand Amp was further challenged to expand reach beyond these core media and into more adjacent automotive and lifestyle media categories, while still maintaining a strong base of ORV-specific media.

Solution

The Brand Amp developed a two-day immersive press experience at ERX Motorpark, a premier off-road facility located 30 miles from the heart of Minneapolis and Polaris Headquarters. Polaris ORV MY22 Press Event was designed to highlight features and benefits of its 2022 vehicle offering in an authentic, immersive environment. TBA also provided still photography and videography services to satisfy the media’s ever-evolving content needs and ensure resulting coverage portrayed the products in an optimal fashion and carried a resoundingly positive sentiment. The Brand Amp team provided overarching event management and logistical planning, media outreach and invitations, press material development, and onsite support to a diverse blend of off-road endemic, top-tier automotive and mainstream lifestyle media.

Results

The ORV MY22 Press Event was a top performing Model Year Launch for Polaris, with 20 top-tier and endemic media in attendance, including Road & Track, Robb Report, Gear Patrol and more. The overall effort has resulted in more than 75 earned media placements and 240M digital impressions to date.

Media Feedback:

  • “Well executed, I think that an experience wrapped around the product lines was perfect for this MY22 release. The schedule was compact but not rushed. Not many changes (if any) from my point of view. The team executed this well and gave us creative freedom to produce content from the event’s purpose.”
  • “Overall one of the best executed press events I have attended.”
  • “Awesome location, well-staffed and great job by The Brand Amp team.”
75

PLACEMENTS

240M

IMPRESSIONS