CASE STUDIES
CHALLENGE
It’s not often you get a chance to launch something that will fundamentally alter the landscape of a given industry. Alterra Mountain Company trusted BluBird to do just that, in crafting and executing the media relations strategy for the launch of the Ikon Pass.
We often hear from new clients around launches. It’s an important thing to get right; you only get one shot at a first impression. The truth is, it’s actually quite easy to generate news around a launch. Our culture (media included) is hardwired to focus on the new shiny object. The real challenge is to sustain that interest over the long-term, using the launch to seed stories, ideas and interest in a brand that will pay dividends well beyond launch day.
SOLUTIONS
BluBird’s strategy focused on three key areas: differentiation, cadence, and relationship building; all with an eye towards impacting consumer behaviour. At launch you’re not just trying to generate news (again, that’s easy) you’re trying to generate revenue.
Differentiation is key, especially when newly entering the marketplace. BluBird crafted a media relations strategy that, from the jump, positioned the Ikon Pass in stark and authentic contrast to the other major players in the marketplace. Consumers easily and quickly understand why the Ikon Pass was unique and why that difference was worth paying for.
We held back. At launch it’s tempting to make as big a splash as possible, but in order to best influence consumer behaviour you have to reach your audience multiple times with multiple news cycles. We held back important details and consumer benefits at launch, releasing that information at regular intervals over the following months. To the consumer, it feels like the deal just keeps getting better. It also gives them reasons to engage with your brand directly (sign up for your email, follow you on social, etc.)
Relationships are also important when launching, providing media with direct access to the leadership in a comfortable setting is a key component to generating repeat coverage. The more comfortable media are in working with you, the more likely they are to write that next story.
SERVICES
- STRATEGY
- MEDIA RELATIONS
- MESSAGING AND MEDIA TRAINING
METRICS
2X
MORE THAN DOUBLED THE LOFTY PASS SALES GOALS DURING THE FIRST QUARTER
TESTIMONIAL
You get one shot to launch an industry changing product like the ikon pass. The world is watching, everything has to be dialed. We trusted blubird to handle the messaging and communications around the introduction of ikon, relying on their deep understanding of the mountain tourism and winter sports landscape. To say they delivered is an understatement: from the very first month the ikon pass far surpassed our lofty internal sales goals.
ERIK FORSELL
Alterra Mountain Company CMO
