Yakima Unveils Three Tier Marketing Push For 2006 Begining March

BEAVERTON, Ore. (March 6, 2006) – Yakima, a leading designer and manufacturer of innovative vehicle racks, cargo boxes and home storage solutions, today unveiled a comprehensive marketing campaign for 2006, including a redesigned Web site launching today, featuring an enhanced vehicle rack configurator, a fresh advertising campaign, an interactive product catalog and a point of purchase program supporting the Ground Control, Yakima’s first gear organization system for the home.

“Retailers and consumers will see big changes in Yakima’s look and feel for 2006,” noted Mike Steck, director of marketing for Yakima. “Our new Web site, catalog and advertising campaign contain distinctive features that reflect Yakima’s brand personality. Through this integrated marketing program, we will introduce progressive web-based interaction points with the goal of strengthening Yakima’s connection to the outdoor consumer.”

Yakima’s advertising campaign features print ads that highlight “challenger events,” e.g., Yakima’s SkyBox versus a pack mule, the Ground Control gear management system versus a cheerleader pyramid and the SprocketRocket bicycle fork mount versus a roll of duct tape. The campaign encourages consumer interaction by driving users to the “Go Mighty” section of the Yakima Web site (www.yakima.com), where they can view video shorts and watch the product challenges unfold. The videos are presented in an off beat style in line with the spirit of the Yakima brand and deliver the product story through interactive entertainment. The campaign launches this April and can be seen in Outside, Backpacker, Bicycling, Canoe & Kayak and Paddler.

Yakima’s Web site features an enhanced vehicle rack configurator. Offering enhanced customization features, the new configurator enables consumers to design a rack, product accessory or cargo box configuration and view how it will look on their specific vehicle style and color. The site also has a number of progressive viral marketing elements that promote an interactive relationship between Yakima and the consumer.

The 2006 catalog breaks through the clutter with a humorous Yakima twist, engaging consumers with sections called: the Emotional Manipulation Device, the Clean Conscience Expediter, the Haiku Generator and Things to Say When You Run Out of Things to Say. The unusual sections transform the catalog from purely a product information piece, to a fun, interactive tool for consumers.

The final component of Yakima’s marketing program is a multi-product point of purchase program. The in-store unit features an assembled Ground Control on one side and a customizable display wall on the other. This interchangeable display wall enables retailers to display various Yakima products, including cargo boxes, racks and rack accessories.

About Yakima
Yakima is a world leader in the design and manufacture of destination hardware and gear management solutions. Yakima’s products include vehicle racks for bikes, boats, ski equipment and gear, a line of cargo boxes for a variety of needs and the Ground Control, providing integrated gear management for the home. Yakima Products is headquartered in Beaverton, Oregon. For more information, visit www.yakima.com.

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