Reports are circulating that Polaris and their longtime advertising/marketing agency The Integer Group, a division of TBWA Worldwide, are parting ways when it comes to marketing snowmobiles. Integer has handled the media planning, placement and marketing strategy for the Minneapolis-based company for some years now.
In summing up its Polaris marketing strategy, The Integer Group said, "they sought to display “an aspirational moment, that would make any rider long to get on the snow.” in reference to their approach for the “See A New Way Up” print and film campaign for Polaris Industries. They captured the idyllic moment that captured the true essence of the sport, with no distractions. The “See A New Way Up” campaign was designed to remind the industry of why people ride. The Integer Group aimed to return to display the core message of Polaris Industries.
There is no word on when a new agency of record will be appointed.
Back in the beginning of 2015 Polaris Industries chose Chicago-based marketing agency rEvolution to lead media strategy for its Off-Road Vehicles Division. It is reported that off-road vehicles are the biggest business unit for Polaris, accounting for nearly two-thirds of its $4.3 billion in annual revenue. At that time Polaris replaced The Integer Group Lakewood, Colorado-based marketing firm, with rEvolution. In August of 2105 Polaris appointed Julie Benton as their marketing manager for its snowmobile division.
