Salomon crée le dispositif CITYTRAIL pour les runners des villes

Salomon, la marque spécialiste de l’outdoor se lance sur un nouveau segment : le running. Très présent dans les paysages naturels comme la montagne, Salomon s’attaque à la ville et compte conquérir un nouveau public.

Salomon a mis en place un dispositif international dans lequel la démarche locale est très importante car ce sont les partenaires de la marque et les communautés d’influenceurs et de runners qui seront à l’initiative des informations mises en avant concernant leur région.

Un dispositif de communication a été créé par l’agence MNSTR : CITYTRAIL, celui-ci a été déployé dans 20 pays pour accompagner ce nouvel axe stratégique. La signature de la campagne qui accompagne ce dispositif : « Elevate your run » sera visible en publicité, sur les réseaux sociaux et plus largement en digital mais également in-store.

L’humain est au centre du dispositif car les passionnés de running sont au cœur du projet. Certains d’entres eux seront « guides », ce sont les coureurs professionnels du team Salomon qui créent des parcours et initient des courses collectives dans les différentes villes pour découvrir l’expérience CITYTRAIL. Appelés « explorers », les runners confirmés toujours à l’affut de bons spots (petits chemins cachés, escaliers, points de vue exceptionnels…) pourront également les partager sur la plateforme CITYTRAIL. Des city guides en ligne seront disponibles grâce à cette multitude d’informations précieuses, ils permettront aux runners de découvrir les villes du monde entier d’une autre manière.

Citytrail2

Un site internet dédié et une application disponible sur iphone et android ont été créés pour permettre à tous les runners de contribuer au projet CITYTRAIL™. Des parcours dans différentes villes, les statistiques, les inscriptions aux courses collectives y sont consultables, l’utilisateur peut également partager ses performances avec sa communauté.

Le site : http://citytrail.salomonrunning.com/

Citytrail1

La pratique du running est de plus en plus importante, Salomon a fait le choix d’intégrer ce marché. La légitimité de la marque est prouvée grâce à son expérience dans le trail, la ville sera le nouveau terrain de jeu de Salomon qui compte beaucoup sur la communauté déjà existante et sur les fans de running en général.

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