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Premium niche brands promoting active lifestyles
THE SUCCESSFUL INTERNATIONAL partnership between Saab and leading ‘freedom
action sports’ company, Salomon, has now reached Australia.
Saab and Salomon have enjoyed a successful partnership in Europe and North
America since 2001 with sponsorships in the fast-growing freedom action sports
of X-Adventure multi-day trials, Crossmax snow skiing, In-line
skating and Outdoor Freeride adrenaline activities such as
base-jumping.
In addition to sponsorship, the Saab-Salomon partnership has involved
cross-promotional programmes at leading sports resorts and brand centers. These
include events, presentations and displays, with on-site opportunities for
customers to evaluate the products of both companies.
The co-operation between Saab and Salomon stems from shared values and
objectives – both are niche manufacturers of premium and innovative products
that appeal to individualistic customers who like to make their own decisions in
life, be it their choice of car or choice of sport.
Salomon is a technology and design leader in freedom action sports for snow,
outdoor, streets and water. Its leading products include skis, bindings,
snowboards, in-line skates, footwear, clothing, and more recently surfing with
its patented ‘S Core’ surfboard technology.
For Saab, the partnership represents a further shift away from conventional,
mass marketing to a more focused, experience-orientated strategy.
“Our involvement with Salomon and freedom action sports brings further
excitement to the Saab brand, allowing us to reach a younger, more dynamic
audience which is not satisfied with conventional, ‘me too’ sports activities
or, indeed, automotive products,” says Mr. Knut Simonsson, Saab Automobile
Global Brand Director.
Saab in Australia is already witnessing a change in its buyer profile with
the average age of the 9-3 Sport Sedan and Convertible buyer reduced from 45
years of age to 38.
The partnership in Australia will begin with cross-promotional activities and
then develop into strategic sponsorships. The aim for Saab is to increase
awareness of its brand within the wider target audience.
The cross-promotion activities will include corporate and product displays,
test drive incentives and later in the year the opportunity for Saab-Salomon
limited-edition models.
Sponsorship activities will include the centrally-funded Salomon Masters pro
surfing championships at Margaret River, WA, from March 29-April 04; and round
four of the 2004 world X-Adventure Raid Series at Kalbarri in WA’s north west
wilderness from September 3-5.
“The strategic partnership with Salomon in Australia is an important part of
our integrated marketing strategy,” says Mr. Tony Jennett, Saab Automobile
Australia Managing Director. “It is about two like-minded organisations working
together through cross-promotions and sponsorships to increase awareness of
their brands and products within the target group.”
For the latest information about Saab-Salomon activities in 2004, or further
information on freedom action sports, log on to the following websites:
www.saabcrossmaxseries.com, www.raidseries.com,
www.salomonspeed.com , www.salomonsports.com
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