EXPERIENTIAL

THE UNCHARTED SOCIETY

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.

Solution

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.

Brand Film

Social Media Campaign

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.

Booking Site

Partner Guide

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