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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Fun Follows Function

マルコ・ビュッヘルとジェームス・ハイムはTYROLIAビィンディングをフィット

レーシングにお別れを-スキープロのマルコ・ビュッヘルとジェームス・ハイムは新しい挑戦を待ち望んでいる。彼らのリクエストを元に高い安全基準でクールなデザインの製品ができあがったからだ。TYROLIAビィンディングのエキスパートによって、AAAシリーズは楽しさと機能性の完璧な融合をメインの特徴として考案された。スピードスターのビュッヘルとフリースキープロのハイムは最近の、TYROLIAブランドの広告塔となっている。

Schwechat the 26th of November 2013TYROLIA AAAシリーズはこの2人のアスリートによる成功に基づいている。既にTYROLIA AAAシリーズは「レッドアワード・プロダクトデザイン」を2013年に受賞している。また、現在は次の賞も受賞している。TYROLIA AAAdrenalinフリーライドビィンディングもまた2013年のベストプロダクト賞を受賞した。そしてAAAmbitionツーリングビィンディングは更に貴重なメタルメダルを掴むチャンスがあり、AAAdrenalin フリーライドと AAAttackフリースキービィンディングと共にすべてのAAAシリーズは2013/14のシーズンを席巻している。

ビュッヘル、AAAmbitionビィンディングでTYROLIAツアー
TYROLIAの新しいツーリングスキービィンディングであるAAAmbitionは、有名ブランドの代表格として市場競争に参入した。元ワールドカップレーサーのマルコ・ビュッヘル!スキーレーサーとして活動していた彼はそのキャリアを終えた後、ZDFのTVセンダーでコメンテーターとしての新しい仕事に参入したが、ツーリングという面白いスキーで過ごすことを最優先に楽しんでいる。レーサーとしてのマルコ・ビュッヘルの勢いはまだまだ健在だ。彼の陽気な挑戦には最高の安全性に対する準備が必要不可欠である。「車にエアーバックやABS, ASR、ESPのような安全装置が備わっていないことは想像できないだろう。それはアルペントレインでさえも同様だ。あなたが注意しなければいけないのはスピードだけではない。しかしほとんどすべての面が安全でもある。」 マルコ・ビュッヘルの評価はTYROLIAのマーケティングディレクターであるロバート・スタンツルによっても同様に支持された。「機能を楽しもう。」 TYROLIA AAAシリーズは楽しさと機能性のこの2つの要素をメインにしているビィンディングなのだ。

アルペンツーリングセグメントの売れ行き
AAAmbitonアルペンツーリングビィンディングは、TYROLIA AAAシリーズの中で1番新しく加わったメンバーで、人気上昇中のウィンタースポーツマーケットに的を狙った製品だ。ツーリング・ファンは、オーストリアのすべての山をリフトなしで楽しむ体験を好む250,000人ものウィンタースポーツファンによって、年々15%ほど上昇している。そのTYROLIAの理由として、アルペンスキービィンディングのワールドマーケットリーダーによるアルペンツーリングセグメント再導入と、このカテゴリーにおける完璧なフィットを実現した製品の提供が要因であると考えている。

ブランドアンバサダーのマルコ・ビュッヘルは確信した。「アルペンツーリングスポーツは、ますます卓越したスキーヤーを惹きつけるようになる。スポーティな挑戦と自然の体験との融合は、整備されたハイウェイのようなゲレンデよりはるかに特別で興味深いものになる。そして特に、もしいつもあなたの装備を信じることができる状況なら。」

フリースキー:ジェームス・ハイム、TYROLIAでバックカウントリーに挑む
マルコ・ビュッヘルは、新しいTYROLIAブランドにおけるアルペンツーリングセグメントのブランドアンバサダーとして、AAAdrenalinのすべての友達に向けた新しいTYROLIAの推薦状をフリースキープロであるジェームス・ハイムに宛てた。31才のカナディアンスキーヤーは、彼のホームであるBCのナイスなパウダーを好み、それにバックカントリーのハラハラするようなターンシーンを至るところに知っている。世界ベストフリーライダーの一人であり、彼は同様に絶大な評判を得ている。なぜなら、過去10年もの間彼のいろいろなシーンをムービーに撮っているからだ。TYROLIAのモットは、すべてのエリアにアクセス! 「たとえ難しい状況下でも、短い場面でも、クレイジーすぎるスタントでも、最高仕様のTYROLIAビィンディングで挑戦と信頼を。」

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