Experience a New High: The Strategy Behind Altra’s Latest Campaign

Altra’s Head of Marketing, Reyna Alishio, and Backbone Media’s Senior Director of Strategy, Andy Ralston, take us behind the brand’s seasonal campaign, Experience a New High. We unpack the core insight tying mental wellbeing, social connection, and running to a younger audience; how a one-two punch of broad digital reach plus in-person activation moved awareness and consideration; and why the medium is part of the message when your pop-up is a Dopamine Dispensary. We also get into what went right, what needed rethinking, and how to decide when a big campaign makes sense versus always-on content.


In 2020, Port Side Productions launched this podcast to address a challenge we were facing ourselves: understanding how to make video content that was not only creative but truly effective.

This podcast will take you behind the scenes with experts from the outdoor industry as they share the secrets to producing creative work that delivers. If you’re seeking insights from some of the sharpest minds in the business, you’ve come to the right place. If you're ready to take things further and need a guide to help you create effective video work, don’t hesitate to reach out and say hello.

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