YAKIMA UNVEILS “COACH” CAMPAIGN THIS WEEK
Tuesday, March 6, 2007
Coach Mascot Becomes Voice of Yakima Website, Catalog and Ad CampaignBEAVERTON, Ore. (March 6, 2007) – Yakima, an innovator in vehicle rack solutions for boats, bikes, winter sports gear, home storage and cargo options, today launched a national marketing campaign focusing on “Coach Yakima.” Coach Yakima pulls at the heart strings of sports enthusiasts who relate to a similar figure they have encountered during their lives. Coach uses “coachisms,” inspirational, humorous words of wisdom, to encourage consumers to get outside. Coach Yakima, created by Yakima’s agency of record, Stick and Move of Philadelphia, is featured in Yakima’s new website, product catalog and an advertising campaign beginning in April in Outside, Backpacker, Bicycling and Mountain Biking.
“Coach Yakima uses hilarious antics to entertain consumers while motivating them to get outdoors,” said Mike Steck, senior director of marketing at Yakima. “He provides guidance during consumers’ online visit and is seen throughout the catalog engaging consumers while they review Yakima’s product offering.”
The Yakima website features a “how to get started” introduction from Coach, product information, advanced interactive capabilities and easy-to-use navigation. New tools include: a redesigned “rack basics,” a general overview of vehicle rack options; Coach Yakima personal product reviews; and side-by-side product comparison charts.
The product catalog has comprehensive information on Yakima’s products, options for top of car rack combinations, and “tongue and cheek” quips from Coach Yakima such as, “You look fantastic in spandex”, “Get out there and put mother nature in a headlock” and “You are the king/queen/non-gender specific royalty of the outdoors.”
The ad campaign drives consumers to a stand-along webpage, coachyakima.com, where they can receive a free Coach Yakima care package, a product catalog and a CD of witty campfire songs from Coach’s buddy, Campfire Dusty. The care package includes an ice pack featuring Coach Yakima and a set of rack stickers, enabling consumers to customize their rack while commemorating their wildest outdoor adventures.
Yakima is a world leader in the design and manufacture of destination hardware and gear management solutions. Yakima’s products include: vehicle racks for bikes, boats, ski equipment and gear; a line of cargo boxes and bags for a variety of needs; and Ground Control, an integrated gear management system for the home. Yakima Products is headquartered in Beaverton, Oregon. For more information, visit HYPERLINK "http://www.yakima.com" www.yakima.com.