Faction Skis selected ECHOS to serve as agency of record at a critical time: The brand sought to rapidly expand in the highly competitive North American market, and was launching its first feature-length film and adding two new lines of skis to an already strong lineup.
To support the brand, ECHOS built a strategy that tapped into endemic and non-endemic media relationships, highlighting the brand, product and supporting activations and promotion around the film, “This is Home.”
Aside from promoting Faction’s product and athletes, the program included building buzz around often back-to-back screening events for This is Home in a number of key North American markets including Denver, Salt Lake City, New York City, Portland, San Francisco, and Vancouver, BC. ECHOS full-court press approach included engaging media, influencers and ski clubs in these markets in order to promote the event itself and increase brand awareness of Faction through athletes, product and the brand’s strong cultural foundation known as The Collective.
On behalf of Faction, the ECHOS team secured media coverage in a broad and diverse set of print, digital, broadcast TV and radio outlets, from a two-page spread of the new Dictator Series in WIRED Magazine to a 5-minute on-air TV segment on KPIX CBS5 in San Francisco featuring the full Faction ski lineup, Faction CEO, and pro big mountain skier, Johnny Collinson.