SARASOTA, FL - October 2, 2006 - ActionQuest, (AQ) a teen adventure travel company specializing in exhibition-based summer programs has selected atLarge, Inc. to manage its online and offline brand initiatives. The 30-year-old company, which offers scuba, sailing and marine biology programs around the world, selected atLarge because of the agency's experience developing captivating youth brand experiences.
AQ Director Mike Meighan said he is excited that the partnership will tie teens to the life-changing adventures embodied in each AQ journey. He said that after seeing atLarge's youth campaigns for brands like Nickelodeon, Chevy and Ford…he has high expectations for a campaign that will reinvent the relationship they have with today's teenagers. "The insights and personal development these young men and women develop while discovering the world and themselves on an AQ journey is something that our current brand does not convey."
With today's youth being bombarded with more marketing messages than any other demographic, instantaneous brand connections coupled with powerful interactive communication is the foundation to building and sustaining brand relationships said atLarge President Anand Pallegar. In addition, each message has to build on the next and push interactions on their terms. Brands that are doing this successfully such as MySpace, iPod and Nike are engaging youth segments and cementing their brand messages along with their profits.
"Our initial discovery has already unveiled a powerful, enduring connection between teens who have completed an AQ voyage and the AQ brand. We look forward to leveraging this connection with unprecedented interactivity to teenagers around the world," said Pallegar.
