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

Page: https://stenobird.com/podcast/backcountry-marketing-1042646/experience-a-new-high-the-strategy-behind-altra-s-latest-campaign
Text version: https://stenobird.com/podcast/backcountry-marketing-1042646/experience-a-new-high-the-strategy-behind-altra-s-latest-campaign.md
Podcast: [Backcountry Marketing](https://stenobird.com/podcast/backcountry-marketing-1042646)
Published: 2025-09-17T10:00:00+00:00
Episode link: https://brandstory.libsyn.com/experience-a-new-high-the-strategy-behind-altras-latest-campaign
Audio file: https://traffic.libsyn.com/secure/brandstory/Andy__Renya_audio_episode.mp3?dest-id=1418285
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JSON: https://stenobird.com/v1/public/podcasts/backcountry-marketing-1042646/episodes/experience-a-new-high-the-strategy-behind-altra-s-latest-campaign
Duration seconds: 2934

## Resource

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. About: This podcast is produced by Port Side , a creative production studio creating video strategy + production for active brands, rooted in emotion. Enjoy this episode and discover other resources below: Insight Deck | Want 20 of our favorite insights shared on the show? Booklist | Here's our curated list of recommended books over the years. LinkedIn | Join the conversation and share ideas with other industry peers. Apple Podcast | Want to help us out? Leave us a review on Apple. Guest List | Have a Guest in Mind? Share them with us here. Patreon | Want to support us financially?

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## Transcript

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