Successful Olympic Games for Austrian Binding Manufacturer

High on top: TYROLIA’s AAA is crowned with Olympic Gold

Medaillenspiegel

Nothing succeeds like success. Following the Sochi Games’ closing ceremony last Sunday February 23rd, the Austrian ski binding manufacturer HTM Sport proudly looks back on its outstanding achievements at the Olympics. Athletes from the HEAD and FISCHER ski teams won an impressive 17 medals, of which 7 were gold, all powered by the TYROLIA ski binding technology well-known in World Cup racing. The TYROLIA AAA-series Freeski bindings made their worldwide debut at the Sochi Olympic Winter Games, notably in the freestyle skiing events, earning podiums with two gold medals. TYROLIA ‘Access All Areas’ motto now also translates to the highest step of Olympic podiums.

Schwechat, February 2014. — During the Olympic Winter Games in Sochi, skiers on HEAD and FISCHER skis equipped with the number 1 TYROLIA binding technology earned an unprecedented 17 Olympic medals, 7 of them Gold, 5 Silver and 5 Bronze! The new Olympic disciplines of Ski Slopestyle and Ski Halfpipe opened the podium for the brand new TYROLIA AAAttack Freeski bindings, resulting in two gold medals in the Men’s Ski Slopestyle and Ladies’ SkiHalfpipe competition. Investing their trust in TYROLIA’s proven safety and stability standards, the athletes were able to surpass their limits and climb the summit of Olympus.

Epic Winter Games
Rainer Salzgeber, Director of the HEAD race department, described these Winter Olympic Games as truly epic. The triple victory in the Men’s Super G events, plus Ted Ligety’s gold medal in the Olympic Giant Slalom were the highlights for Salzgeber: “Everyone expected Ted to win the Giant Slalom. Those races are the ones which are the most difficult to win.” HEAD achieved 11 Olympic medals in the alpine ski events, 6 of them gold medals. Additionally, a gold medal was won for the HEAD and TYROLIA brands in the Ladies’ Ski Halfpipe to round out this success story, leaving the competitors far behind. Athletes on FISCHER ski and TYROLIA binding technology won three medals in the alpine ski disciplines, as well as two more Olympic medals with a Gold in Men’s Ski Slopestyle plus a Bronze in Men’s Skicross.

Super Combined
TYROLIA race bindings dominated the podium in the Ladies’ Super Combined event. Maria Hoefl-Riesch (HEAD) won Gold followed by Nicole Hosp (FISCHER) and Julia Mancuso (HEAD). Another silver medal for the ski binding manufacturer TYROLIA was added in Men’s Super-Combined by Ivica Kostelic (FISCHER). TYROLIA’s race bindings proved once more they are the winning combination of safety and reliable performance.

Super-G: Comprehensive Victory
Describing the Super G would involve many superlatives in Sochi. TYROLIA binding technology celebrated a hat trick in both Men’s and Ladies’ Olympic Super G. Anna Fenninger and Maria Hoefl-Riesch (both HEAD) succeeded in front of FISCHER athlete Nicole Hosp in third position. This perfect podium was followed by HEAD athletes Kjetil Jansrud (Gold), Andrew Weibrecht (Silver) and Bode Miller (Bronze) in the Men’s Super-G competition. A thing of beauty!

Speed-King
In the race of glory, the Olympic Downhill, HEAD athlete Matthias Mayer was king of the race. On a very challenging course, Matthias Mayer trusted in its material and the proven safety features of TYROLIA race bindings grabbed Gold at the finish line. Kjetil Jansrud added his sparkle with his bronze medal as well.

Ted the Shred
With Gold around his neck in the Olympic Giant Slalom, Ted Ligety (HEAD) is officially crowned Mr GS. He once again proved to the world his infallible ability to carve down the course faster than anyone else, armed with his HEAD race skis and TYROLIA race binding technology. Moreover, HEAD athlete Anna Fenninger won Silver in the Ladies’ Giant Slalom, adding to her collection with her Super-G Gold.

Slopestyle, Sochi Halfpipe & Skicross
Freestyle ski competitions which debuted at the Sochi Olympic Games caused a sensation. TYROLIA’s Freeflex Pro Race bindings ensured safety even in the tumultuous Skicross races, with Jonathan Midol (FISCHER) grabbing the bronze medal.
Not only did the Ski Slopestyle and Ski Halfpipe competitions debut at the Games, but the new TYROLIA AAAttack Freeski bindings did as well to much acclaim. This TYROLIA binding model, part of the AAA-series, was especially developed for Freeski as well as for Park & Pipe. The Triple-A was rewarded with two gold medals: Joss Christensen (FISCHER) in Men’s Ski Slopestyle, and Maddie Bowman (HEAD) in Ladies’ Ski Halfpipe. TYROLIA’s ‘Access All Areas’ now found on the highest step of Olympic podiums.

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TYROLIA presents the AAA-series Campaign

AAAttacking, AAAmbitious, plus lots of AAAdrenalin!

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For its new AAA-series marketing campaign, TYROLIA puts the emphasis on the human aspect: on people, experiences, motivations and most importantly, on emotions. Ambitious individuals aiming for extraordinary accomplishments and brimming with energy, require products that can bring their dreams to reality. This is featured in TYROLIA’s brand new design and marketing campaign for the AAA-series. The AAAdrenalin freeride binding with walking mechanism, the AAAttack binding for perfect park & pipe action, and the AAAmbition AT binding form a winning combination for ski binding manufacturer TYROLIA and provide access to all areas for mountain aficionados.
Following the previous theme “I was Here”, the new concept is expanded and focuses once more on the skiers, especially their emotions, their experiences, and their energy. Electrifying graphics translate energy and emotion into an outstanding triple-A campaign – with AAAttack, AAAmbition, and AAAdrenalin!

Schwechat/ISPO, January 2014 – Ambitious individuals, aiming for extraordinary accomplishments and brimming with energy, insist on equipment that can fulfill their dreams. The new TYROLIA AAA-series campaign, developed together with Ogilvy Vienna, focuses on the electrifying energy between the skier and the product to push the limits, to Access All Areas!

Focus on the Consumer
The market leader in ski binding manufacturing, TYROLIA, outdoes itself with the new campaign. Following “Access All Areas”, TYROLIA concentrates once again on consumer communication. “Developing the AAA-series for the backcountry and freeskiing segment TYROLIA took us a big step forward. This should be reflected in product presentation and marketing as well,” says TYROLIA Director of Marketing & Sales, Robert Stanzl, who now focuses directly on the consumer to increase awareness of the AAA-series and to support sales teams and dealers, in addition to B2B communication.

Channelling Culture-Club
Four thrilling TV spots electrify the audience. A spectacular social media campaign reaches the target group and channels the boundless energy in pre-roll and medium rectangles between Facebook, YouTube and online advertising. Images as well as image and product description combinations for print media complete the marketing mix for special interest magazines. A separate microsite features the AAA-series and provides extensive information on the AAAttack, AAAmbition and AAAdrenalin bindings. Smart and clever merchandising tools, such as a water resistant bag for mobile phones, T-shirts and energy sources complement the showcased bindings.

Brand Ambassadors
For its AAAmbitious public relations campaign, TYROLIA focuses on user experience. Brand ambassadors such as Marco Buechel, James Heim, or more recently, the young and extraordinarily talented freeski newcomer Lisa Zimmermann share with consumers their very personal experiences of the AAA-series bindings from different backgrounds. Whether it is racing, freeriding or freeskiing, push your boundaries and Access All Areas!

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Forme et fonctionnalité égalent plaisir

Marco Büchel et James Heim skient avec des fixations TYROLIA

Après un « Au revoir la compétition! », les professionnels Marco Büchel et James Heim partent à la recherche de nouveaux défis, en misant avant tout sur un design branché et sur le nec plus ultra en normes de sécurité. La série AAA, création des experts en fixations de TYROLIA se démarque par un alliage parfait de plaisir et de fonctionnalité. Le compétiteur de coupe du monde Büchel et le professionnel du freeski Heim sont les nouveaux porte-parole de la marque emblématique TYROLIA.

Schwechat, le 26 novembre 2013 – À l’instar des victoires de ces deux athlètes médaillés, la série AAA de Tyrolia gagne de plus en plus de reconnaissance. La série AAA de TYROLIA a déjà remporté en 2013 le prestigieux prix « red dot: product design ». La fixation de freeride AAAdrenalin de TYROLIA a aussi gagné un prix, le « Plus X » du meilleur produit de l’année 2013. TYROLIA a encore une chance d’être primé avec la fixation AAAmbition Touring. Avec la fixation de freeride AAAdrenalin et la fixation de freeski AAAttack, c’est elle qui complète la série AAA pour la saison 2013/14.

Büchel en tournée avec la fixation AAAmbition TYROLIA
Pour introduire sa nouvelle fixation de ski de touring AAAmbition, TYROLIA a fait appel à un porte-parole bien connu : le compétiteur de niveau international Marco Büchel! Après avoir conclu une brillante carrière de coureur, Marco se passionne maintenant pour son nouveau rôle de commentateur à la télévision du réseau ZDF. Mais il aime avant tout s’évader en s’adonnant à une nouvelle passion : le ski de touring. Marco Büchel garde toutefois un esprit compétitif en se consacrant entièrement à ce défi sportif d’envergure que représente l’optimisation de la sécurité. Comme il le dit lui-même, « On ne peut pas imaginer une automobile qui ne possèderait pas de dispositifs de sécurité comme le coussin gonflable, le frein ABS, le système d’antipatinage et le contrôle électronique de stabilité. En terrain alpin, vous devez prendre toutes les précautions, non seulement en contrôlant votre vitesse mais aussi en ne négligeant aucun des autres aspects de la sécurité ». En accord avec Marco Büchel, Robert Stanzl, directeur du marketing chez TYROLIA déclare « Forme et fonctionnalité égalent plaisir », faisant référence aux deux principes clés qui soutiennent la série AAA de Tyrolia : plaisir et fonctionnalité.

Le segment de marché de la haute route en effervescence
Le tout nouveau membre de la série AAA de Tyrolia, la fixation de haute route AAAmbition, est destiné à un secteur des sports d’hiver en pleine croissance. En effet, le nombre d’adeptes du ski de montagne croît annuellement d’environ 15 pour cent. En Autriche seule, on trouve plus de 250 000 pratiquants de ce sport qui, en délaissant les remontées, visent une expérience de montagne renouvelée. C’est pour cette raison que TYROLIA, chef de file mondial en vente de fixations de ski alpin, a décidé de revenir dans le segment de marché de la haute route en offrant un produit parfaitement adapté aux besoins du secteur.

Marco Büchel, porte-parole de TYROLIA, est convainquant : « La discipline de la haute route attire de plus en plus de skieurs qui possèdent déjà une bonne expérience de ski. Ce mariage de défi athlétique et d’expérience de la nature est beaucoup plus spécial et grisant que la fréquentation habituelle des pistes balisées – surtout quand on peut se fier entièrement à un équipement qui demeure sécuritaire en toute circonstance. »

Le ski en liberté : James Heim se lance dans l’arrière-pays avec TYROLIA
Alors que Marco Büchel est le nouveau porte-parole de la marque TYROLIA pour le segment de marché de la haute route, le célèbre professionnel de freeski James Heim est le nouvel ambassadeur TYROLIA pour les adeptes de l’AAAdrenalin. Le Canadien de 31 ans, fervent de la poudreuse légendaire de sa Colombie-Britannique natale, est bien connu dans le milieu pour ses prouesses dans l’arrière-pays. En plus d’être un des meilleurs freeriders au monde, ses nombreuses présences au cinéma dans la dernière décennie lui ont aussi mérité une réputation phénoménale. À l’instar de la devise de TYROLIA, « Access All Areas » (Tous les terrains à votre portée!), James témoigne que « même dans les situations les plus difficiles lors d’un tournage et lorsque j’accomplissais des cascades folles, les fixations de pointe de TYROLIA ont toujours tenu le coup. »

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