Position Alton Sports in Motion as the premier athletic apparel retailer in Miami, and garner brand recognition of Alton Sports as the first and only sporting good store in Miami Beach to carry more than just sneakers.
LINKS launched a multi-platform campaign throughout South Florida targeting the local population, tourists and tennis and running enthusiasts. The campaign was centered around key periods throughout year, such as ING Miami Marathon, the Sony Ericsson Open, the Mercedes Benz Corporate Run, the summer period when most Latin American tourists travel to Miami, and Black Friday/the Holidays. We reached the local population through a combination of local lifestyle publications, email blasts to key zip codes, movie theater advertising, bus wraps, and highly-targeted television advertising. The transient tourist population was targeted through a branding effort that includes multi-lingual local tourist and Miami guides, a Miami Beach specific television channel present in many hotel rooms, and the bus wraps as well. Finally, the tennis and running enthusiasts were targeted through guerilla marketing efforts during key events, such as the Sony Ericsson open, the Miami Marathon, tennis camps, among others; this was done for the purpose of creating a database of potential clients and activating call-to-action specials.
Through a multi-platform, integrated advertising and marketing campaign, LINKS helped garner an increase in sales for Alton Sports. The brand awareness and sales generated have been so successful that the brand is now looking for its second Miami location in the Brickell area.