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HISTORICAL
THe shit we've done
Creating a BRP Experience Economy
Launching a tourism division for a power-sports company takes a multitude of category experience and high-octane thinking.
Power-sports enthusiasts are diehard. They don’t blink at the idea of owning and maintaining a snowmobile, ATV or personal watercraft.
However, the “power-sports curious” need motivating. They crave the ride, but don't want to own the vehicles. So where can they go to experience the thrills only power-sports can give?
Brief
Create a experiential power-sports brand from scratch under the BRP & CAN-AM halo.
Develop a name, a creative brand platform, website booking engine, outfitter partnership collateral material, social media advertising, online video, print and posters and a hero film.
What We Did
We created a branded destination for the adventure hungry that offers the thrill of power-sports without the burdens of ownership.
By inviting people to get a taste of the adventure beforehand via a booking platform, consumers take a deep dive into experiences that range in length from hours to days -- on snow, dirt, water and asphalt.
A key component was designing a booking experience where visitors easily select and customize their adventure from location and activity type, to duration and difficulty level.
Results
The Uncharted Society operates as a strategic partnership between BRP and outfitters across the globe. Word spread fast and new partners are added all the time.
More experiences builds a stronger brand. In conjunction with the B2C and B2B campaign, we designed and launched a certification program for any outfitter who wanted to enrol.
The Uncharted Society continues to enjoy year over year end growth, adding guests and outfitters to their unique adventure lifestyle.
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