TRANSWORLD SNOWBOARDING
2014 AMATEUR CONTEST SERIES
T H A N K YO U FO R S U P P O RT I N G T H E 1 2 T H A N N UA L T R A N SWO R L D S N OW B OA R D I N G T R A N S A M A M AT E U R TO U R S E R I E S! 2014 Tour Dates and Locations: Waterville Valley, NH - January 4, 2014 Big Boulder, PA - January 11, 2014 Seven Springs, PA - January 18, 2014 Tyrol Basin, WI - January 25, 2014 Keystone, CO - February 2, 2014 Park City, UT - February 8, 2014 Mt Seymour, BC, Canada - February 22, 2014 Mt Bachelor, OR - March 1, 2014 Stevens Pass, WA - March 8, 2014 Bear Mountain, CA | FINALS - March 15, 2014 HCSC/ Timberline, Mt Hood, OR | Summer Series - July 30, 2014* *Summer Series analytics not included
Attendance: 1,000 top amateur snowboarders across the US & Canada 1,000’s of Saturday resort attendees interacting with event sponsor village and spectating competition I M PR E SS I O NS : Print Advertising Impressions: Online Advertising Impressions: Promotional Impressions: Social Media Impressions: Microsite Impressions: Public Relations Impressions: Online Editorial Impressions: Video Syndication Impressions: On-Site Impressions: TOTA L I M P R E SS I O N S :
2,526,624 * 2,904,769 12,000 3,173,400 * 41,635 322,700 1,523,311 514,663 630,100 1 1,649, 202
E V E N T OV
The TransWorld SNOWboarding TransAM tour series is a u the most progressive resorts in the world. Tour sponsors ar resort park crews customize into their TransAM mini park representative of tour sponsors, but are also represe
The TransAM series offers amateur snowboarders a unique as competitors throw down on pristine custom-built cours of awesome prizes and product from all tour sponsors, si trophies, and tons of prize pack raffles. During event day, base area allowing all resort attendees a chance to play ga on the shre
V E RV I E W:
nique, jam format contest that touches down at some of re given the opportunity to submit a feature concept that k build. The end result gives you features that are not only entative of each resort’s creativity and personality.
competition experience that thrives on fun and ingenuity, ses in a no-stress, jam-style format. There are truckloads ignature co-branded TransAM gear, the coveted TransAM a sponsor tent village is located at the high-traffic resort ames, win prizes, and check out the sweetest new products ed market.
2014 W I N N E R S & TO U R C H A M P I O N S WATERVILLE VALLE Y, NH: Dennis Filteau Lauren Tamposi BIG B O ULDER, PA : Billy Kiel Katie Kennedy SE VEN SPRING S, PA : AJ Lawson Carly Harrington T YROL BA SIN, WI: Kyle Kelley Kaleah Opal Driscoll KE YSTONE, CO: John Myre Veronika Perfilyeva PARK CIT Y, UT: Seth Karlsrud Hailee Mattingley MT SE YMO UR, B C, C ANADA : Braedon Wheeler Laura Munro MT BACHELOR, OR: Beau Cummins Ally Goebel STE VENS PA SS, WA : Max Djenohan Naima Antolin BE AR MO UNTAIN, C A | FINAL S: Jeff Hopkins - Men’s 2014 TransAM Champion Orla Doolin - Women’s 2014 TransAM Champion
P R I N T A DV E RT I S I N G TOTAL IMPRE SSIONS: 2,526,624* TOTAL VALUE: $53,840 The 12th Annual TransWorld SNOWboarding TransAM Amateur Tour Series was advertised in 4 TransWorld SNOWboarding magazines between December 2013 and March 2014. I ssue: D e cem b er 2013 Size: 1P/4C On Sale: 11/07/13 Total Impressions: 631,656*
I ss u e : Fe b r u a r y 201 4 Size: 1P/4C On Sale: 01/02/14 Total Impressions: 631,656*
I ssue: Januar y 2014 Size: 1P/4C On Sale: 12/05/13 Total Impressions: 631,656*
I ss u e : M a rc h 201 4 Size: 1P/4C On Sale: 01/30/14 Total Impressions: 631,656*
*Total impressions based on circulation of 105,276 x pass-along rate of 6 readers other than the original recipient
T R AN SWO R L D S N OW B OAR DI N G TR A N S A M P RIN T A DV E RTISIN G
O N L I N E A DV E RT I S I N G TOTAL IMPRE SSIONS: 2,904, 769 The 12th Annual TransWorld SNOWboarding TransAM Amateur Tour Series was advertised on TWSNOW.com via banners and wallpaper from November 22, 2013 until now. T WSNOW.COM Sizes: 728x90, 300x250, ROS Wallpaper Flight Dates: 11/22/13 - Current 728x90 Impressions: 440,464 300x250 Impressions: 428,537 Wallpaper Impressions: 2,035,768
728 X 9 0 & 3 0 0 X250 TR A N S A M W E B BA N N E R S 728 X90 & 300X25 0 TR A N S A M WE B BAN N E R S
P R I N T P RO M OT I O N TOTAL IMPRE SSIONS: 12,000 TransWorld SNOWboarding distributed beautifully printed TransAM tour posters, table-tents, and flyers to each host resort. Posters, table-tents, and flyers were also distributed to Zumiez retail stores within the resort’s surrounding area. DE TA I L S: • 11,000 (1,000 per stop) promotional, co-branded stop-specific flyers distributed to resorts and Zumiez retailers • 600 (55 per stop) promotional, co-branded TransAM tour posters distributed to resorts and Zumiez retailers • 400 (36 per stop) promotional, co-branded TransAM table-tents distributed to resorts and Zumiez retailers
T R AN SWO R L D S N OW B OAR DI N G TR A N S A M P RIN T P RO M OTIO N T R A NSWOR LD SN OWB OA RD IN G T R AN S AM P R I N T P RO M OT I O N
SO CIAL MEDIA TOTAL P OTENTIAL IMPRE SSIONS: 3,173,400* Twitter and Instagram were utilized by TransWorld SNOWboarding to create buzz about the 12th Annual TransWorld SNOWboarding TransAM. The hashtag #TWTRANSAM made it easy for riders, sponsors, fans, attendees, and the magazine to share their TransAM experiences with each other and the world. TransWorld SNOWboarding Instagram posts about the TransAM received over 107,000 likes! Total TransWorld SNOWboarding Twitter Posts: 18 TransWorld SNOWboarding Twitter Impressions: 833,400* Total TransWorld SNOWboarding Instagram Posts: 9 TransWorld SNOWboarding Instagram Impressions: 2,340,000* *TransWorld SNOWboarding potential impressions based off of number of posts x total number of followers
The TransAM event sponsors were also very involved in the social media frenzy. They combined their efforts to create 29 posts on Instagram promoting the #TWTRANSAM hashtag, receiving 76,877 likes and over 2.3 million potential impressions!
T R AN SWO R L D S N OW B OAR DI N G T W E E T
T R A N SWO R L D S N OW B OAR DI N G I N STAG R AM P O ST S
T R AN SWO R L D S N OW B OAR DI N G T W E E T
M I C RO S I T E TOTAL IMPRE SSIONS: 41,635 TOTAL VALUE: $20,000 A dedicated event microsite, www.twsnow.com/transam, featured a landing page, event videos, photos, registration information, and general information about the 2014 TransWorld SNOWboarding TransAM Tour. Flight Dates: October 2013 - Present Total Unique Page Views: 31,043 MI CROSIT E F E AT U RE S: • • • • • • • • •
Tour Dates and Locations TransAM Registration Information Event Videos Highlight Photos TransAM News Stream #TWTRANSAM Instagram Widget Sponsor Logos and Links Resort Logos and Links Equal SOV of 728x90 ad location (distributed amongst TransAM sponsors) - Approximately 5,000 additional impressions per participating sponsor
201 4 T R AN SWO R L D S N OW B OA RDIN G TR A N S A M M IC RO SITE
P U B L I C R E L AT I O N S TOTAL IMPRE SSIONS: 322, 700 TOTAL RELE A SE S: 5 The 12th Annual TransWorld SNOWboarding TransAM further leveraged TransWorld SNOWboarding’s media assets with its e-news readership and regional/national media outlets. DI STR I B U TION : E-Newsletters: 80,000 Press Releases: 2,700 DE TAI L S: • Event recap mention in TransWorld SNOWboarding e-newsletter x 4 • Tour Wrap Up / 2014 Premier Resort Award press release
T R AN SWO R L D S N OW B OA RDIN G E -N E W SLE T TE R T R A NSWOR LD SN OWB OA RD IN G P R E SS R E L E A S E
O N L I N E E D I TO R I A L TOTAL TR ANSWORLD SNOWB OARDING TR ANS AM PIECE S: 21 TOTAL IMPRE SSIONS: 1,523, 31 1 The 12th Annual TransWorld SNOWboarding TransAM Tour received extensive online coverage before, during, and following each event. TransWorld SNOWboarding was particularly active in creating online editorial about each TransAM tour stop. TransAM editorial content received 158,858 views on TWSNOW.com. All 21 posts were featured on the TransWorld SNOWboarding homepage from November 6, 2013 - March 18, 2014. During that time period, the TransWorld SNOWboarding homepage received 1,364,453 visits.
T R AN SWO R L D S N OW B OAR DI N G O N LIN E E DITO RIA L P IEC E
V I D EO SY N D I C AT I O N TOTAL IMPRE SSIONS: 514,663 TOTAL VIDEOS P OSTED TO SYNDIC ATION CHANNEL S: 10 TransWorld SNOWboarding has the unique opportunity to post and share video through multiple video players such as YouTube, MSN, and Daily Motion. Sponsor logo pre-rolls were included in all TransAM videos. DE TA I L S: • TransAM event recap video views on YouTube: 92,171 • TransAM event recap video views on MSN: 420,864 • TransAM event recap video views on Daily Motion: 1,628
YO UTUBE V IDEO SYN DIC ATIO N M SN V I DEO SYN D IC ATION
Z U M I E Z O N- S I T E B R A N D I N G TOTAL E STIMATED ON-SITE IMPRE SSIONS: 100, 700 Event sponsors were very well represented at each resort throughout the entire 2014 TransWorld SNOWboarding TransAM tour. Sponsor logos appeared on all marketing collateral and each sponsor was specially represented in the TransAM competition arena, awards ceremony location, and vendor village. CO-BR A N D ED MA RK E T IN G :
ZU M I E Z B R AN D M A RK E TIN G:
• • • •
• Zumiez couch custom course feature • Zumiez banners on course fencing and feature • Zumiez gift cards for competitor prizing and raffles • Zumiez giant couch checks redeemable for flight vouchers given to top winners • Zumiez Best Trick Award category and gift card prize • Zumiez VIP treatment for traveling TransAM finalists • Zumiez 10x20 tent activation space • Zumiez ROS banner on TransAM event page
Step and Repeat Promotional flyers distributed at resort Promotional table tents distributed at resort Promotional posters distributed at resort
ZU M I E Z G I AN T CO U C H C H EC K S FO R TO P W IN N E R S ZU M IE Z V I P TR E ATMEN T FOR F IN AL I ST S