Launch a limited edition product with an omnichannel campaign for Altra Escalante Racer
Context
Altra, an American company specialising in the design and marketing of road and trail running shoes, marked the Paris Marathon with an exclusive creation: the Escalante Racer Paris, a limited edition pair of shoes.
In partnership with Alltricks, an e-commerce site dedicated to the world of sport, Altra wanted to give maximum visibility to this new product.
Solution
Communicating during the Paris Marathon is a particularly judicious strategy for a running shoe brand. This event brings together thousands of runners as well as a large community of enthusiasts, all looking for high-performance products to optimise their running experience. By launching a limited edition specifically for the marathon, Altra is naturally associated with the event, reinforcing its credibility and presence in the running world.
Communication was based on several channels. Firstly, a poster campaign was deployed at strategic points in Paris, including metro stations and places where marathon runners gathered before the start. This guaranteed direct exposure to participants. At the same time, an advertisement in the magazine "Le Journal du Runner", distributed with the sports daily L'Équipe, has made it possible to reach a specialised and passionate readership.
In addition, advertising has been placed on the Alltricks site to offer visibility and a unified, immersive customer journey.
What has been done
- Landing page on the Alltricks website
- Promotion of the pair of shoes in dedicated sections on the Alltricks website
- Newsletter
- Decoration for the Paris Marathon metro station
- Advertising in a press supplement dedicated to the Paris Marathon
This work was carried out as part of a salaried position at Alltricks as Trade Marketing Manager.
