Polaris Industries, Inc.: Ride The Best campaign

Judson Knight

Minneapolis, Minnesota-based Polaris Industries Inc. continued "Ride the Best," a long-standing campaign, to promote its personal watercraft (PWC) in 1998.

Polaris Industries, Inc.: Ride The Best campaign

Judson Knight

OVERVIEW

Minneapolis, Minnesota-based Polaris Industries Inc. continued "Ride the Best," a long-standing campaign, to promote its personal watercraft (PWC) in 1998. The campaign, handled by Carmichael Lynch of Minneapolis, had been in effect for much of the time since Polaris introduced its PWC in 1993 and was used primarily in magazine advertising. During 1998 Polaris spent an estimated $7 million on advertising, $5 million on snowmobiles and watercraft, both handled by Carmichael Lynch until October 1998. At that point the company was the world's leading snowmobile maker and one of the...

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