Garmin 2005 Annual Report Download - page 18

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PROMOTING A WORLD-CLASS BRAND
Building brand awareness, particularly within our consumer segment, was a major initiative for Garmin in 2005
and going forward. To support this effort, we have reorganized and expanded our marketing staff at both our
Olathe, Kansas and Romsey, U.K. offices. Europe has become a pacing ground for new technology with consumers
embracing the PND category more rapidly than in the U.S. In order to better target these customers, Garmin
partnered with a leading European advertising agency for a pan-European brand-building campaign.
Garmin’s first European TV campaign aired in the weeks leading up to the holidays. The commercial registered
approximately 200 prime time slots in five major countries. Going forward, we will aggressively continue our
brand-building efforts in Europe and throughout the world. In the fourth quarter, Taiwan also aired their first
television campaign.
In North America, Garmin sponsored a second quarter promotion where we launched our first TV commercials
starring Yao Ming, internationally recognized professional basketball standout. Garmin has a multi-year
sponsorship agreement with Yao to help generate awareness for our products on a global stage. The broadcast
spots aired on ESPN, ESPN 2, CNN, CNN Headline News, Fox News, TNT, CBS and NBC. We had an even bigger
promotion in the fourth quarter with regular advertisements on NFL and college football as well as other
programs on CBS, NBC, ESPN, ESPN 2, Discovery Channel, CNN Headline News and Fox News. Garmin also
sponsored the Spike TV Thanksgiving Bondathon where we integrated the StreetPilot c330 into promos for
upcoming James Bond movies. We also ran spots featuring our fishfinders and GPS products on Fox Sports,
OLN and the Outdoor Channel.
Garmin rolled out its first national radio campaign in the fourth quarter with sponsorships of NFL and college
football broadcasts as well as radio traffic reports across the country. We continue to market our products
through a variety of online promotions and print advertising. With our growing emphasis on the general
consumer market, particularly for automotive products, we are increasing our advertising exposure in main-
stream titles such as
Fortune, Time, Sports Illustrated, USA Today
and several in-flight magazines. Garmin
advertising also appears in targeted publications such as
Flying, Field & Stream, Boating, Runner’s World,
Outside
and
National Geographic Adventure.
On numerous occasions, Garmin products showed up in the “best of 2005” reviews by leading publications.
The GPSMAP 396 aviation portable made two notable lists, receiving
Flying Magazine’s
Editor’s Choice Award
and
Popular Science’s
Best of What’s New for 2005 review. The StreetPilot 2720 also ranked on
Popular Science’s
list, while the StreetPilot i3 cornered an Editor’s Choice award from
Popular Mechanics.
Within the fitness
category, the Forerunner 301 was a frontrunner, receiving
Outside Magazine’s
2005 Gear of the Year award.
The Rino 130 two-way radio with GPS received the Best Survival Gear of 2005 recognition from
Outdoor Life
and the small, simple Geko™301 was named the Best Navigation Device for 2005 from
Backpacking Light.
Garmin’s avionics product support was also ranked number one by
Professional Pilot
readers.
17
YAO MING