Polaris adventures campaign
Polaris Adventures offers rental ride and drive experiences at outdoor destinations across the U.S. To raise awareness for new audiences, and get current riders ready for summer they wanted to launch their first digital awareness campaign. The campaign needed to educate, as well as inspire audience segments about their offering.
I created the strategy brief, and collaborated and managed the creative teams to bring the campaign to life.
Creating a Roadmap
Like an adventure, the campaign needed a creative brief to guide the team in the right direction. I’ve worked previously with this client to define their audience segments as Adventure Enthusiasts, Couples and Families, so the brief was mainly supplemented by analytics and secondary research surrounding summer travel post pandemic. I managed design resources to bring the campaign to life over a monthly timeline.
More than ever, people were looking for more ways to be with friends, family and make lasting memories. With the space it affords and the endless territories to explore, the great outdoors have never been so great. Polaris Adventures offers a sure-fire way to not just see new places, but to create a memorable journey.
Get to the Point.
I worked with the team to ideate and create the concept of Get to the Point. The idea was that there are places out there that most people have only dreamed about. The places that selfies cannot do justice. The places that live on through stories and heartfelt laughs. With Polaris Adventures, you’ll not only find these places, you’ll find that getting there is more than half the fun. Great rides deserve the best vehicles and seasoned guides to bring it all together effortlessly. That’s the joy of getting to the point.
We collaborated to bring empowering messaging and striking visuals together to play to audiences emotions and encourage them to spend more time together creating those memories, while maintaining an approachable feel.
Results
Traffic to the site and conversions continued to increase over the first quarter the campaign ran. As users found where they would explore this summer, they also started to book adventures increasing conversion by 27% in the first month and site traffic increased 188%. The campaign continued to run for the summer season, and we took findings to optimize campaign creative for the upcoming fall.