An outdoor retailer's best audience is already going somewhere. Sun & Ski Sports, the Houston-born specialty outdoor retailer with more than 30 stores across 12 states, tasked WWC with elevating and fine-tuning its brand and image across all marketing channels. As part of that effort, WWC developed a series of print ads for Southwest Airlines Spirit Magazine, the airline's in-flight publication, placing Sun & Ski in front of a national audience of travelers. Each ad spotlighted significant brands carried by Sun & Ski, pairing the credibility of top outdoor labels with the retailer's own identity. The campaign gave Sun & Ski a polished national advertising presence that matched the caliber of the brands on its shelves, and it sits within a larger WWC partnership spanning catalogs, digital campaigns, and augmented reality.
Shelf credibility does not automatically become brand credibility. Sun & Ski had spent decades outfitting outdoor athletes, building its reputation on expert service and gear from over 350 top brands across snow sports, cycling, running, and watersports. The retailer's own marketing image needed the same level of polish as the products it carried. Sun & Ski tasked WWC with elevating and fine-tuning its brand and image across all marketing channels, and with carrying that sharpened identity into a high-visibility placement, a print advertising series in Southwest Airlines Spirit Magazine.
WWC created a series of print advertisements for Southwest Airlines Spirit Magazine, each one spotlighting the significant brands carried by Sun & Ski. The approach put the retailer's greatest asset, its brand portfolio, at the center of the creative, letting names shoppers already trust make the case for where to buy them. Built to work as part of a whole, the series aligned with the broader effort to elevate Sun & Ski's image across every marketing channel, so a traveler flipping through an in-flight magazine met the same brand a shopper met in the store.
A single placement can carry a brand far. The Spirit Magazine series put Sun & Ski and its marquee brands in front of a national audience of Southwest Airlines travelers, extending the retailer's reach well beyond its store markets. The broader engagement has delivered a 25.7:1 return on investment and $5.1 million in matched sales, spanning a product catalog, a back-to-school digital campaign, and an augmented reality project. More importantly, the campaign gave Sun & Ski an advertising presence equal to the caliber of the brands on its shelves.
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