BRP – European PR for Can-Am, Sea-Doo, Ski-Doo and Lynx

For BRP, the Canadian manufacturer of Can-Am, Sea-Doo, Ski-Doo and Lynx, we have handled media relations across Europe since 2011: from electric motorcycle launches to boat shows, from Hamburg to Lapland.

BRP stands for powersports in every element: Can-Am on road and off road, Sea-Doo on the water, Ski-Doo and Lynx in the snow. Each brand has its own audiences, its own trade media and its own seasonal rhythm, and all of them run in parallel. Our job is to turn that diversity into one consistent programme that works in every market.

Electrification as a new chapter

With the Can-Am Origin and Can-Am Pulse electric motorcycles, BRP entered a segment that did not exist before: electric two-wheelers for road and trail from a manufacturer otherwise known for combustion engines. The Can-Am Outlander Electric followed as the brand’s first electric ATV, with further electrified models to come. For communications this means new newsrooms, from e-mobility media to the agricultural trade press, new questions about range and charging, and a story that goes beyond riding fun. We have supported the European launches from premiere to vehicle tests to podcast formats with management.

What we do

We coordinate European media relations from Hamburg and work with partner agencies and specialist journalists in France, Spain, Italy, Scandinavia and Benelux. Press releases go out in local languages, vehicle tests are managed across markets, and every event comes with a media evaluation by country.

This includes trade fair appearances with European premieres at Interboot, the Genoa Boat Show and the Barcelona Boat Show, press events such as the Großglockner Challenge with Can-Am in Austria and the House of Sea-Doo in Finland, international press trips to Canada and Mexico, and creator partnerships. Vehicle tests with national media have taken Can-Am into DIE WELT, AutoBILD and FAZ, well beyond the trade press.

Why this account takes experience

Running four brands with different product cycles across a dozen markets takes more than translation. It takes knowing which story works in which country, which editor wants to test which vehicle, and how boating, motorcycle and agricultural trade press differ from one another. That is the experience we have brought to the account since 2011.

brp.com