Fresh off its 60th anniversary celebration last year, power sports vehicle manufacturer Polaris has named rEvolution its new media agency of record for its Off-Road Vehicles Division.
Polaris spent $227.3 million on marketing expenses between January and September 2014, up 16% from $195.5 million spent during the same time frame in 2013, according to its most recent financial filing.
Media spending for the company’s off-road division was not immediately available.
The independent agency will lead Polaris’ Off-Road Vehicles national and local media strategy, including planning and buying, across broadcast and digital media.
This business was previously handled by The Integer Group. SixSpeed and Media Loft will continue to handle the creative for Polaris, the company said.
“We see rEvolution as an agency partner,” says Polaris General Manager, Craig Scanlon. “We trust their talented team, not just in sports and lifestyle media, but in all areas of media.”
Polaris and rEvolution have had a working relationship. The agency first began working with Polaris in 2006, providing integrated marketing services, including sports media strategy, promotional sales planning and fulfillment, in addition to hospitality execution.
Existing deals for the coming year include Polaris' hospitality programs around the College Football Playoffs and Daytona 500. “The intersection of sports and lifestyle as targeted segments will definitely continue into 2015 and beyond,” says Larry Mann, Executive Vice President, Media, rEvolution. “We look forward to continuing to help Polaris innovate and grow its business across these markets for years to come.”
It's an important win for the Chicago-headquartered shop. As a result of the expanded role, rEvolution is adding industry veterans Scott Kohler, Melinda Markley and Sarah Schlichte to serve as media directors for the Polaris Off-Road Vehicles Division in its Chicago office. “To take on a unique media assignment with Polaris, a globally recognized brand, is a tremendous opportunity for our integrated agency as they expand their business reach,” says Mann.