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Arctic Cat, Inc. | Company Profile, Marketing Contacts, Media Spend, Brands

Arctic Cat Inc. designs, engineers, manufactures and markets all-terrain vehicles and snowmobiles under the Arctic Cat brand name, as well as related parts, garments and accessories. The company is headquartered in Thief River Falls, MN.

Main Telephone (218) 681-8558
Main Fax (218) 681-3162
Primary Address
601 Brooks Avenue, South
Thief River Falls, MN 56701-2735

Arctic Cat, Inc. Contacts

Contacts (5/10)
Name Title State
Greg W. Chief Marketing Officer MN
Sample of Associated Brands
Email: *****@*******.***
Main Phone: (218) 681-8558
Direct Phone: *** **** ***   ext: ****
Direct Fax: *** **** ***
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: 601 Brooks Avenue, South
Thief River Falls, MN

Chris M. Chief Executive Officer MN
Christopher E. Chief Financial Officer MN
Tracy C. Vice President & General Manager - Global ATV MN
Steven N. Vice President & General Manager- Parts, Garments & Accessories MN

Media Spend

Media Spend Summary
Media Spend Channel

Associated Brands

Brand Media Spend
Arctic Cat ATVs *
Arctic Cat, Inc. ******
Arctic Cat Snow Sleds *
Arctic Cat Side by Sides *
Arctic Cat Gear *

Agency Relationships

Brand Agency Service From To
****** *** **** ********* AOR - creative, digital, media buying & planning 2002 present
****** *** **** ********* AOR - creative, digital, media buying & planning 1989 present
****** *** **** ** ***** ********* AOR - creative, digital, media buying & planning 1989 present
****** *** **** ***** ********* AOR - creative, digital, media buying & planning 1989 present
****** ***, ***. ********* AOR - creative, digital, media buying & planning 1982 present

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Arctic Cat focused on experiential, sponsorships to create ‘brand marketing powerhouse' (Score 31)

Subject: print, digital, TV, events, experiential

Company: Winmo), headquartered in Thief River Falls, Minn., manufactures and markets all-terrain vehicles (ATVs) and snowmobiles, as well as related parts, garments and accessories.

Opportunity: We have told you in the past about Arctic Cat’s pronouncement that fiscal 2016 would be a year of rebuilding and repositioning the company (fiscal 2016 ended March 31). This included naming its increasing marketing investments (click links for articles).  The company’s long-term goal is to reach $1 billion in sales and, in order to achieve this goal, it will continue to pursue strategic partnerships and create a “brand marketing powerhouse,” said CEO Chris Metz in the Q4 earnings call in late May. Current marketing efforts, per Metz, are focused on driving retail sell-through to move dealers’ inventory and “ensure their success.” 

Additionally, Arctic Cat is conducting a lot of experiential marketing. This includes pioneering the use of virtual reality to take snowmobiling and off-road enthusiasts on a virtual demo ride via Samsung Gear VR headsets powered by Oculus (called the Arctic Cat 360 Experience). This experiential marketing is currently present at event displays and dealerships and was launched in March. In keeping with these “creative” brand building efforts, Arctic Cat also recently launched Arctic Cat Extreme Snowmobile Racing, a snowmobile game app. The app, which is available from Apple iTunes and Google Play, already had 1 million downloads and is one way the company is reaching out to a new and younger demographic to make snowmobiling “cool again.”

According to Metz, experiential marketing is “a pathway to building the brand.” He continued: “We have passionate users, an iconic brand and really exciting products and we’re doing everything we can to bring all of this together in a engaging and an experiential way.”  In addition, Arctic Cat will continue to reach customers in “ways it never has before,” including sponsorships and partnerships. For example, fiscal 2017 will be the first full year sponsoring Wildcat Stadium Side-by-Side race (which are held in conjunction with Robby Gordon’s Stadium Super Truck races).  Arctic Cat will also be the title sponsor of Tony Stewart’s All-Star Circuit of Champions Sprint Car Series. 

Therefore, those with sponsorship or experiential opportunities that will get Arctic Cat in front of target buyers should be engaging with the team now. Keep in mind, as well, that Arctic Cat has increased its display presence this year (up from 2015), so digital sports-focused sellers should also be reaching out. Read more about Arctic Cat’s experiential/sponsorship plans here.

According to The List, Periscope handles Arctic Cat’s creative, digital and media buying and planning (and has for sometime). The long tenure, plus last year’s CMO addition, could signal an imminent review, so agency readers should be engaging decision makers now. ;

Additional Information

Competitors: Polaris, Kawasaki, Honda, Yamaha, Suzuki and Bombardier, to name a few. 

Media Spend: According to Kantar Media, Arctic Cat spent $2.9 million on measured media last year. Most of this was allocated to print ads ($1.04 million) and search ads ($1.1 million), but sellers should keep in mind that Kantar does not include sponsorship, experiential or social media dollars in this figure. 

National TV Spend: iSpot reports that Arctic Cat has spent only $151,000 on national TV ads this year – up from $37,000 for the same period 2015. The four 2016 spots have appeared on CBS Sports and Outdoor Channel during “Snowmobile Racing,” “Snow Trax Television” and “The Bass Pros.”

For full 2015, Arctic Cat spent only $84,500, so it seems spend is trending up this year (even if the total won’t be all that large). See chart for 2015 show targeting.

Digital Breakdown: According to Moat, Arctic Cat has run 55 display ads on 212 so far in 2016 (3% mobile). Top ad destinations include:,, and (78% placed site direct versus programmatically). Arctic Cat has also run one video ads on six publishers this year. For the same period 2015, the company ran 43 display ads on 89 publishers (1% mobile; 65% placed site direct). 

For full 2015, the company ran 97 display ads on 271 publishers (8% mobile; 79& placed site direct). Arctic Cat also ran six high impact and six video ads last year. It shold come as no surprise that since 2014, the top sites ads have run across have been automotive and sports sites.

601 Brooks Ave. S
Thief River Falls, MN 56701
(218) 681-8558

Greg Williamson 
Chief Marketing Officer
(218) 681-8558

Jason Craigen 
Event Marketing Manager (since Jan. 2016)
(218) 681-8558