NEWS
For Immediate Release
CARBONDALE, Colo. (Nov. 30, 2017) – Backbone Media, a Colorado-based marketing agency, has been named the media buying agency of record for YETI, a leading outdoor brand and premium manufacturer of coolers, drinkware, and other outdoor products. Backbone Media will handle YETI’s media planning and buying, as well performance marketing. Backbone has served as the brand’s public relations agency of record since 2013.
“YETI has retained a core following in the outdoor space because of its dedication to authenticity,” said Greg Williams, Media Director at Backbone Media. “As the media and public relations agency of record for YETI, we will integrate our services to help elevate and expand the brand’s presence in new markets, while keeping true to YETI’s DNA.”
Backbone Media specializes in public relations and media planning and buying in the active lifestyle space. In the last decade, Backbone has expanded its media department to more than 20 employees, who serve 35 clients. The agency will be responsible for all aspects of YETI’s paid media program, including TV, print, out of home, digital, paid social, measurement, and reporting.
Founded in Austin, Texas, in 2006, YETI is trusted by the world’s top hunters, anglers, outdoor adventurers, BBQ pitmasters, and ranch and rodeo professionals to stand up to the world’s harshest conditions. In the past year, YETI has expanded its product offerings beyond coolers and drinkware to include the YETI Panga — a line of 100 percent submersible duffels— and the YETI LoadOut, a built-for-any-venture, indestructible bucket.
“Backbone Media has a true understanding of all facets of the active lifestyle market,” said Bill Neff, Marketing Director at YETI. “By pairing our public relations and paid media efforts with one agency, we are able to bridge paid and earned media in a unique way, which will help us win in new and familiar markets.”
About Backbone Media
Backbone Media targets, engages and inspires the active lifestyle market through public relations, social media, content creation, and media planning and buying. For more than 20 years, Backbone has worked with leading outdoor gear, apparel, technology, and food and beverage brands, as well as tourism destinations around the world. Backbone has offices in Carbondale and Denver, Colorado, and has been named one of Outside Magazine’s “Best Places to Work”. For more about Backbone Media, visit www.backbonemedia.net.
