Prior to the partnership between Splashdown USA and Leading Edge, the brand had little or no awareness in the US, although it was one of the top three brands of foul weather gear in the UK at the time (1992).
In 18 months, Leading Edge grew awareness of the brand from 1% to 10% as the precursor to generating demand and sales. In that time Leading Edge generated more than 3 million impressions on the target market through sponsorships, publicity, catalog distributions and boat show appearances.
Because we arranged for Splashdown USA to be the Official Foul Weather Gear of the Omega Gold cup in Bermuda and because Leading Edge maximized the marketing opportunity, A.S. Cooper & Sons, one of the top department stores in Hamilton, Bermuda, signed on as a stockist and quickly became one of the top Splashdown retail accounts internationally, producing $20,000 (wholesale) in orders in the first ten months.
Leading Edge took a maximum impact approach to boat shows for Splashdown, designing a 400 sq. ft. free-standing tent made of high tech sailcloth. This presentation generated a significant increase in sales: double, for the Annapolis Sailboat Show and 1.5 times previous sales for the Newport International Sailboat Show.
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