CHALLENGE

Heighten Awareness, Showcase Expertise, Generate Leads

Sophie Goldschmidt’s appointment as President and CEO of U.S. Ski & Snowboard marked a significant shift as the NGB sought to lead from the front to achieve gender equity in sports. With an increasingly impressive track record of empowering women trailblazers in typically male-dominated sectors, the organization had a compelling story to tell and engaged Elevate, its agency of record, to help tell it to the marketplace and amplify it among its core audiences.

SOLUTION

Media Relations & Thought Leadership

We developed an executive visibility and issues awareness campaign with a full suite of media relations tactics and touchpoints that leveraged U.S. Ski’s commercial wins, brand inflection points and a slew of new commercial partnerships focused on women’s leadership to build sustained interest among key media while providing ongoing opportunities for U.S. Ski leadership to communicate messaging about its new brand ethos and increased emphasis on equity.

IMPACT

Heighten Awareness, Showcase Expertise, Generate Leads

We leveraged U.S. Ski & Snowboard’s equity and women’s empowerment narrative to drive a steady stream of earned media opportunities that repeatedly reached and engaged target business and consumer audiences. Highlighted by the HERoic initiative launch, we generated more than 111 media placements and 154.5 million earned impressions, empowering Goldschmidt and U.S. Ski & Snowboard leadership convey to communicate the organization’s commitment to equity and highlight the women at the forefront of the NGB’s evolution.