Johnson Outdoors Paddlesports Names Backbone Media Agency of Record

Johnson Outdoors Paddlesports today named Backbone Media as their new agency of record. Effective immediately Backbone will assume all public relations duties for the Necky Kayaks, Ocean Kayak, Old Town, Carlisle, Extrasport and Lendal brands.
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Ferndale, WA (June 8, 2009) Renowned paddlesports manufacturer, Johnson Outdoors, is pleased to announce the appointment of Backbone Media as their new agency of record. Effective immediately Backbone Media will assume all public relations duties for the Necky Kayaks, Ocean Kayak, Old Town Canoes & Kayaks, Carlisle Paddle, Extrasport and Lendal brands.

“Backbone Media's proven experience, media savvy and obvious passion for the outdoors will help keep our paddlesports brands in the forefront of the consumer conscience,” said Sara Knies, Senior Brand Manager for Johnson Outdoors Paddlesports. Scott Forristall, Business Director for Johnson Outdoors Paddlesports, agrees. “We feel we've found a true strategic partner in Backbone, a company whose fresh ideas and creative approach to PR will help drive sales.”

“From top to bottom the Johnson Outdoors Paddlesports brand portfolio is complete,” said Nate Simmons, Backbone Media partner. “Every level of paddling is represented and the history and heritage within the brands is unparalleled, all of which gives us great stories to tell from a PR perspective.”

Johnson Outdoors Paddlesports consists of the Ocean Kayak, Old Town Canoes & Kayaks, Necky Kayaks, Extrasport, Carlisle and Lendal brands. Johnson Outdoors' other familiar brands include, among others: Minn Kota® electric motors, Humminbird® fish finders, SCUBAPRO® UWATEC® and Seemann® dive equipment, Eureka!® tents and Silva® compasses. For more information visit Johnson Outdoors online at www.johnsonoutdoors.com.

Founded in 1998, with headquarters in Carbondale, Colorado and an office in Jackson, Wyoming, Backbone Media is a premier communications firm serving the snow sports, outdoor and human-powered recreational markets. Backbone offers a full range of services including public relations, media buying, social media consultation, cooperative marketing and brand planning. For more information please email nate@backbonemedia.net

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