Subaru and Nordica Kickoff Snowsports Season with the XV Crosstrek Run
- Two free skiers traverse the U.S. in a 2013 Subaru XV Crosstrek and capture footage of their journey
- Champlain College film students serve as producers, editing the footage for fan viewing online
Cherry Hill, N.J., (Jan. 14, 2013) – Subaru of America, Inc. and Nordica USA will team up to kickoff snowsports season with the XV Crosstrek Run. Two talented free skiers will journey from coast-to-coast hitting major mountain resorts and events along the way, while piloting the all-new Subaru 2013 XV Crosstrek. Digital content will give fans a look into the free skiers lives, their slope side skills, and the versatility and capability of the XV Crosstrek.
Fans can follow the journey on Subaru & Nordica social channels. Bloggers and journalists can cover the XV Crosstrek Run at http://www.multivu.com/players/English/59476-xv-crosstrek-run/. The media site features the schedule of XV Crosstrek Run stops, background on the free skiers and photos/videos which can be easily embedded into any blog or website.
"The XV Crosstrek Run is a great collaborative effort and comes at the perfect time as we are celebrating our 10th anniversary of the Subaru-Nordica Service Team," states Tim Tagye, promotions and sponsorship manager, Subaru of America, Inc. "Through the eyes of social media, we are able to capture how our relationship with Nordica and their loyal fans has grown over the past decade, and how the go-anywhere capability of the XV Crosstrek is an excellent fit for the skiing enthusiast."
Luke aka ‘Lupe’ Hagearty and Liam McKinley will set out on a journey hitting ski slopes and events throughout the United States. Twenty year old Luke Hagearty will be the featured skier throughout the XV Crosstrek Run. Luke is no stranger to Subaru, as his everyday driver is a 2002 Subaru Forester. Filming Luke’s incredible runs will be twenty-one year old Liam McKinley. The two free skiers were handpicked by Nordica as participants.
Over the past 10 years, Subaru and Nordica have partnered together bringing common philosophies to adventure enthusiasts. Subaru and Nordica formed the Subaru-Nordica Service Team (SNST); technical reps that travel the country visiting hundreds of ski-related consumer facing events in Subaru Outback models. The Subaru-Nordica Service Team is able to master snowy conditions on and off the hill thanks to Subaru Symmetrical All-Wheel Drive technology and Nordica's technology and unparalleled skiing history.
"Subaru and Nordica have worked together for a decade to help build their brands and grow consumer awareness of the incredible products each offers," said Andy Hare, director of product and promotions, Nordica USA. "When Subaru announced the unveiling of the all-new XV Crosstrek and explained the target audience, it was instantly clear we could help because it is one that we have been targeting for a few years now."
Students from Champlain College in Burlington, VT will receive footage from the free skiers and package them into short videos. These will then be sent to Subaru & Nordica for distribution on their social channels. Champlain College is a private, coeducational college located in Burlington, Vermont with enrollment of just over 3,000 students.
"A major component of our Champlain College curriculum has always been for our students to apply their classroom knowledge to real-life work experience within their major fields," said Tom Myers, associate professor international business and management, Champlain College. "Nordica came to me last February with their new marketing vision for the younger generation. Naturally, we assembled the most talented students-skiers we could find in international business, marketing, graphic design, and digital film to help drive this initiative."
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