• by Larissa Faw , September 15, 2015

Quantum Sail Design Group is well-known within its niche as a high-end designer of sails, but now the sail manufacturer is aiming for a wider audience after relaunching the brand with an international focus and supporting advertising and marketing campaign. 

Developed with agency Hanson Dodge Creative (HDC), the multi-faceted campaign includes print and digital display advertising, search engine marketing, branded content, online and event promotions. This month, the company is launching the "To the next challenge" sweepstakes inviting sailing enthusiasts to submit an essay about their "ultimate challenge." One winner will receive Quantum sails as well as a day adventure with a sailing expert. 

Later this year, the campaign will expand into a comprehensive digital marketing initiative to reach consumers online, including e-mail marketing, paid search and continued digital ad campaigns. These components are designed to connect consumers to a newly updated Quantum Sails web experience. 

According to Mike Stefaniak, VP Brand Engagement and HDC Partner, the campaign's concept is based around the questions, “What common, core beliefs connect sailors around the world?” and “What is it about Quantum Sails that makes the brand special?”  

“It's about connecting on an emotional level with sailors,” says Stefaniak. “Whether they're cruisers or racers, beginners or veterans, 15 years old or 75 years old, in the U.S. or in the far corners of the world—sailors are bound together by the fact they’ve chosen a sport that's incredibly difficult… It’s also a natural place for the Quantum brand to live.”

One key challenge was universality. “Quantum Sails is a global organization with people representing the brand anywhere there's water and sailboats,” says Stefaniak. “Different languages, different time zones, different nuances to individual marketplaces all came into play.”

HDC also concluded that the brand needed to connect on an emotional level with sailors in a market that is "saturated with product specs and technical information," said Stefaniak.  "We had to ask ourselves, ‘How do we get to an overarching brand that's compelling, relevant and also differentiating for Quantum no matter where people encounter the brand?’” said Stefaniak.

The new logo and tagline challenge sailors to rise "To the next challenge" to convey how mariners constantly seek to tackle new opportunities. 

Founded in 1996, Quantum is based in Traverse City, MI, with European headquarters in Barcelona, Spain.