ENGLISH RIDING SUPPLY
English Riding Supply is the largest US distributor of tack and apparel for the equestrian industry. With 58 brands and thousands of products, ERS focuses almost exclusively on the english riding sports of hunter/jumpers, dressage, and eventing. The target for nearly every brand is female. We engaged with ERS to support three of their most valuable, high profile brands: Pessoa, Mountain Horse, and Ovation. Each of these brands has strong awareness and a solid reputation, though they differ in their positions within their categories. Our work encompassed creative concepting, production, and strategic planning.
MOUNTAIN HORSE APPAREL
The Mountain Horse brand is imported from Sweden and first gained popularity from its winter boot collection. The brand has expanded over the years to encompass footwear, outerwear, and show apparel. The brand has high awareness among the target, and a positive reputation for being authentic and durable.
Position: Innovative, premium gear for riders who care about performance and style.
Strategy: Capitalize on the Swedish heritage and innovative designs. Develop personality and attitude in an integrated, multi-media campaign. Focus on key product categories. Utilize a hash tag strategy to create buzz.
Target: Females, ages 18-54 who compete in hunter/jumper shows
The Pessoa brand was created by Brazilian Olympic rider, Nelson Pessoa. Nelson is a legendary international competitive jumper, who’s son, Rodrigo is now on the world stage. Rodrigo became the first and only rider to clinch back-to-back World Cup wins three years in a row. The Pessoa brand presents a line of saddles, bridles and accessories for serious amateur competitors in the hunter/jumper arena.
Position: High performance gear for competitive sport horses.
Strategy: Leverage the heritage and fame of Nelson & Rodrigo Pessoa to position the brand as the leading saddler in the USA.
Target: Females, ages 12-54 who compete in hunter/jumper shows, professionals and serious amateurs
Ovation is positioned as a value brand of a broad array of products for horses and riders. It spans saddles, bridles, and accessories for horses, as well as footwear and apparel for riders in the show ring and the practice arena. The brand is well-known and people who buy the products are surprised by good quality they receive for the price. This insight manifested in the tagline: Always Amazing.
Position: From head to toe and nose to tail, Ovation provides practical, value-conscious gear for horses and humans.
Strategy: Leverage the Always Amazing tagline in print and online to tell consumer stories of the brand.
Target: Women who ride as a hobby. Ages 35-54. They own one horse and take lessons, although they may not show. They want functional, cool products that are stylishly correct and don’t cost too much.