North Castle Preps for Ski Debut

BOSTON North Castle Partners executive Grant MacDonald has leveraged his passion for winter sports to help the agency land assignments for Volkl skis and Tecnica ski boots.

Work from the Stamford, Conn.-based independent will debut later this year in the form of print, interactive and promotional materials.

“They knew about North Castle because I had sought them out last year,” said agency partner MacDonald. “I’m a ski nut, own a ski house, ski at least 50 times a year—and own multiple pairs of Volkls and the top-of-the-line Tecnica boots. I guess they felt my passion for their brands and knew how committed we’d be. What you work on should matter to you and this category is a part of my life.”

The budget has not been finalized, but combined media spending on both brands will likely be in the $1-2 million range.

“We will be looking at new ways to engage high-end consumers through the Internet,” MacDonald said, indicating that the brands would look to new media in order to compete against ski companies like Atomic and Rossignol and rival boot makers such as Nordica and Solomon.

Though under separate ownership, Tecnica and Volkl have shared offices, marketing strategies and sales staff since 1993.

Mike Noonan, who serves as president of both brands, said, “We’re looking for new ways to engage consumers. North Castle showed us new thinking that will continue to build on each brand’s distinctiveness and premium image.”