Founded in 1977, Burton Snowboards revolutionized snowboarding culture through innovation and environmental responsibility. Despite its leadership in the industry, Burton faces challenges in maintaining engagement among existing customers, especially newer riders who are open to exploring other brands. This project aims to design a cohesive communication strategy that motivates repeat purchases, builds stronger emotional connections, and expands Burton’s presence year-round. By integrating PR events, social media campaigns, partnerships, and experiential marketing, the plan seeks to transform Burton from a seasonal gear brand into an aspirational lifestyle identity.
Integrated Communication Strategy for Burton
The campaign—centered on the theme “Unleash New Possibilities”—combines traditional, digital, and experiential strategies, including partnerships with Dior and Monster Energy, influencer collaborations, trade-in programs, and social media activations to deepen customer engagement and position Burton as a lifestyle brand beyond the slopes.
Done at USC, 2024
For Empower Parkinson Inc.