Premium trainer brand Kinetic has retained Adventure Advertising to guide its brand positioning and strategy. The agency, with offices in Minneapolis, Brainerd and St. Cloud, MN will also take the lead on Kinetic's creative development and media planning.
“Given Adventure Advertising's expertise in brand positioning and its creative vision, this partnership couldn't come at a better time for us,” said David Simpson, Kinetic's marketing manager. “We're moving quickly in a great direction with them and can't wait to unveil the new campaign this fall.”
Adventure, no stranger to the bike industry, boasts a client roster that includes Park Tools, Moxie Cycling, Frog Bikes and Life Time Fitness. “We like to marry our passions and our work,” explained Adventure Creative Strategist Gina Nacey. “As cyclists, many of us aspire and relate to Kinetic.”
“It's been a longtime goal of mine to work with Kinetic,” she continued. “They make a fantastic product, have a strong Minnesota work ethic, and they care for their athlete and dealer customers. We want to help Kinetic tell this story.”
The agency's scope of work for Kinetic will include providing outside perspective and analysis, developing marketing strategy for the U.S. and Europe, identifying key messaging, and creating and executing a new advertising campaign.
The appointment of Adventure marks the first time Kinetic has hired a creative agency of record since 2007, and it will work closely with Kinetic's current PR agency of record SOAR Communications.
Kinetic is a division of Kurt Manufacturing, which provides precision engineered parts to the zero tolerance industries of aviation and automotive among others. The company's line of leak-proof cycling trainers are sold through a large network of independent bike stores.
Adventure Advertising's other clients have included UnitedHealthcare, Old Town Canoe, Necky Kayak, Ocean Kayak and Larson Boat Group.
