Savage Arms

Our Briefing
Murray Road, in coordination with the Savage Arms marketing team, successfully launched the next generation of the best selling Savage AXIS rifle family in August 2024.
The redesigned AXIS is the next evolution of an iconic Savage rifle. It features an ergonomic stock design, sleek bolt handle and a reliable action. The Savage AXIS is the only choice when you need reliability and accuracy out of the box. Available in a wide variety of colors, calibers, full size, compact, left hand and optics package options, the redesigned AXIS line includes six different entry level rifles (AXIS 2, AXIS 2 PRO, AXIS 2 XP, AXIS 2 XP Hardwood and AXIS XP).
The Ask
Murray Road planned and executed a tour of the factory where the Savage AXIS rifles are built. The invitee list included a wide range of media members, including YouTube personalities, podcasters and digital and print editors. These media members were invited to the headquarters of Savage Arms to get a behind the scenes look at how the next generation is created. The event included a hands on shooting experience, an opportunity to build their own rifles and one on one time with the engineers behind the latest generation of the AXIS line.

The Results
Including the Savage AXIS tour, Savage and Murray Road worked together to give a multitude of media members a chance to review and test the AXIS rifles before the official launch. Within the first 24 hours of the launch the AXIS received significant coverage from influential outdoor media outlets such as:
The factory tour also provided an opportunity for outstanding coverage, delivering five editorial articles and over 1.2 million potential impressions , and six YouTube videos garnering over 100,000 views.