Freeride World Tour x Alpina - Kicking Horse, BC
The FWT is the worldwide circuit of freeride snowboarding and skiing with the best riders in the world competing on the most legendary and challenging alpine faces and the most renowned ski resorts across the world. There is one North American stop as part of the circuit, taking place in Kicking Horse, BC.
Alpina is the Official Timekeeper of the Freeride World Tour and each year also launches a special edition timepiece to commemorate this partnership. In addition to this, Alpina also selects some of the riders to be official global ambassadors of the brand.
- Branding
- Events
- Media
- Creative Direction
With Alpina having limited distribution within North America, it was critical to leverage this global opportunity to increase brand awareness.
In order to achieve the goal of increasing brand awareness, we invited a select group of media partners to attend the Kicking Horse leg of the Freeride World Tour as guests of Alpina. With the support of the FWT team, as well as with Tourism Golden, I created an engaging itinerary for our media attendees and coordinated all logistics for trip. While on site, I held a media briefing about the new product launch, hosted the media during all activities, and ensured the brand messaging was present throughout the trip. From a creative direction perspective, I provided guidance to the graphic designer for all brand assets and briefed the professional photographer for the type of content/look that I wanted to capture.
- BrandAlpina
- IndustryTimepieces
- RoleDirector of Marketing & Data Integration
