The 2024 Rocky Mountain Altitude is a bold reinvention of our enduro bike category, featuring an all-new suspension layout
and cutting-edge frame design. This campaign should celebrate the innovation, performance, and versatility of the Altitude, positioning it as the ultimate tool for riders pushing their limits.
Challenge:
The Altitude has traditionally been portrayed as an enduro race bike.
Solution:
Reposition the Altitude, moving away from its exclusive identity as a race bike. Instead, highlight it as a versatile platform designed for speed and pushing personal limits, making it appealing to a broader audience. This helped leverage other athletes under contract, despite their discipline.
Global multi-channel B2C and B2B integrated campaign to launch the model year 2024 Altitude. Focus on seeding product for earned media, digital and social, owned channels, print media, targeted performance paid media and video preroll, trade and dealer support materials, swag and more.
