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YAKIMA PRODUCTS, INC. LAUNCHES BRAND INITIATIVES FOR YAKIMA AND WHISPBAR

Wednesday, August 1, 2012

Whispbar becomes a stand-alone brand with a full accessory line and Yakima gets a full creative re-launch, including new website and online fit configurator, blog and videos.

BEAVERTON, Ore. (AUGUST 1, 2012) –Yakima Products, Inc., the innovation leader in cargo management solutions, announced today that Whispbar, originally launched in 2011 under the Yakima brand, will be established as a stand-alone brand. The award-winning aerodynamically-designed base rack system, targeted at the car enthusiast, will be adding a line of bike, boat and ski mounts to its offering.

As part of the launch, Whispbar will be supported by a new communications initiative, "The Journey, Uncompromise", which will be revealed at the Summer Outdoor Retailer show in Salt Lake City on August 2.

Key to Whispbar's launch is delivering a sophisticated and innovative digital experience that consumers will see across online and brick and mortar retail. Not only has Whispbar created an entirely new category within the rack industry, but it will take the consumer engagement and purchasing experience to an entirely new level. This will be apparent across all marketing platforms, including new packaging and the new website which launches November 1, 2012.

Created from over a decade of research by a former Rolls Royce aeronautical engineer, Whispbar is intended for the car enthusiast unwilling to compromise their pursuit of design and performance. Whispbar takes beautiful vehicles to a new level of design and performance, seamlessly and elegantly integrating with the car. Its sleek, aerodynamic design provides the quietest, most efficient cargo system in the world.

Yakima

The Yakima brand will also be supported by the new communications initiative "TAKE MORE FRIENDS", built on the true benefit of Yakima products: getting the gear out of your car so you have room to take more friends.

This initiative is rooted in the brand's philosophy that going outdoors with friends creates memories that last a lifetime. You might not remember the exact trail hiked or road traveled, but you never forget the laughter, jokes or stories that were told, and it is these connections that remain long after the trip is over.

Yakima is targeting the Social Adventurist, consumers who are committed to leading an active outdoor lifestyle, and have lots of gear and an even bigger collection of friends.

Central to the new Yakima brand platform is telling real stories of these Social Adventurists across all of its digital and social platforms, leveraging Facebook, Twitter, Pinterest and Instagram.

Consumers will see a redesigned Yakima.com website and blog called Road Trips, both intended to create a deeper and more emotional connection with the brand. Within the newly designed website, Yakima's fit configurator has also gone through a complete overhaul. The Configurator allows consumers to enter in their exact car make, model and year to determine their ideal base rack and mounts to get the gear out of their cars so they can TAKE MORE FRIENDS. For the consumer who is new to the cargo management category, Yakima will also launch a series of "How To" videos to help educate them on how to choose the right rack systems that best suits their lifestyle and activities.

"We are extremely excited to be launching the Yakima and Whispbar initiatives at Summer OR. With Whispbar and Yakima, we are meeting the needs of a variety of consumers whether they are a car enthusiast or the outdoor enthusiast," said Bobbie Parisi, global vice president of brand. "Both brands are creating a new level of consumer intrigue and engagement that will ultimately benefit the retailer by driving consumers into stores who may not have considered purchasing a rack before."

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