TORONTO (March 9, 2016) – tag was engaged by Power Sport Services (PSS) once again to be their creative and media agency for the 2016 Motorcycle Shows. Spanning across Canada, tag helped drive traffic and attendance to all seven shows, held in Vancouver, Calgary, Edmonton, Toronto, Quebec City, Montreal, and Moncton.
This year, tag switched gears with a new campaign, aptly named “The Show of Shows”. Supported by print, radio and digital media, they strategically targeted millenials looking for alternate and efficient means of transportation, in addition to lapsed riders considering riding again; the objective being to spark interest with old, new and future riders.
The insight behind the campaign was that millenials wanted to escape from everyday reality, which can often include accompanying a spouse or a friend to monotonous events. By raising awareness of a fun and stimulating show, the campaign catered to those craving freedom with a desire to ride.
“The creative played on a dichotomy featuring satirical shows alongside the show you actually want to go to”, says Ian Schwey, VP Executive Creative Director at tag. “Undeniably, the blatantly obvious parodies highlighted the more desirable (and very real) motorcycle show.”
Power Sport Services owns seven motorcycle & ATV shows across Canada featuring the newest motorcycle and ATV models from manufacturers and the latest in apparel, accessories and touring destinations.
“PSS is always looking for imaginative ways to provide more value for consumers and exhibitors at the shows. We are excited to have worked with tag again to reach our mutual goal of getting avid riders and new enthusiasts to feed their passion at the Motorcycle shows across Canada,” added Jo-Anne Farquhar, Director of Communications for Power Sport Services.
Attendance this year increased at nearly all shows, with crowds lined up to buy tickets. The Toronto show in particular saw an increase of 5% from last year. The shows commenced early January, and concluded late February.
About Power Sport Services
Power Sport Services (www.powersportservices.ca), is the owner and producer of “The Motorcycle Shows”. These seven motorcycle, and ATV shows are supported by the Motorcycle & Moped Industry Council (MMIC) and the Canadian Off-Highway Vehicle Distributors Council (COHV), two national non-profit industry associations whose members include the major manufacturers, distributors and retailers of motorcycles, ATV’s and side-by-sides in Canada.
Visitors are offered an exceptional opportunity to check out the newest bikes, ATV’s, scooters, gear and accessories direct from the manufacturers, factory reps and dealers. In addition, the show offers enthusiasts a wide variety of entertainment, seminars, celebrities and much more as major retailers and distributors feature every conceivable product and service of interest to new and experienced riders– all under one roof.
tag is an award winning advertising and communications agency that has been helping brands realize their full potential since 1995. Agencies in the tag network include tag, tag franchise, tag enterprise and tag media. Each agency in the tag network is uniquely positioned and staffed with a fully integrated suite of disciplines offering expertise in advertising, communications, branding, marketing, promotions, digital, social media, franchise, B2C, B2B, media, public relations, strategy and communications planning. The agency is headquartered in Toronto, Ontario.
For further information or to coordinate an interview, please contact:
Danica Wolch, Director of Client Services
905 940 1948 x 203
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