Sun & Ski

Everyone sells the gear. Few sell the destination. Sun & Ski Sports built a national retail footprint on outdoor gear, backed by full-service shops and first-hand expertise. What the growing retailer needed was a brand image as sharp and consistent as the experience inside its stores. Sun & Ski asked WWC to bring that standard to every marketing channel, from direct marketing and regional print to television and the point of sale.

WWC gave Sun & Ski a single organizing idea, "The official outfitter of wish you were here." The positioning reframes the retailer around what customers are really buying, the trip they are dreaming about, not the equipment itself. WWC then rolled the idea out across direct marketing, regional print media, ROP, outdoor, television, e-marketing, and POS and collateral design, so the brand shows up the same in print, on air, and in store. Every channel sells the same promise, that Sun & Ski is where the adventure starts.

"The official outfitter of wish you were here" became the through line of Sun & Ski's marketing, and the through line earned its keep, with the work delivering a 25.7:1 return on investment and $5.1 million in matched sales. The idea now anchors an ongoing engagement that spans nearly every way the retailer reaches its customers, from a direct mail piece to a television spot. More importantly, the work gave Sun & Ski a single voice. The brand customers see in the market is as consistent as the expertise they find in the store.