INTEGRATED ADVERTISING CAMPAIGN FOR NEW GORE-TEX® PRO LAUNCH
To support the launch of New GORE-TEX® Pro, W.L. Gore & Associates (UK) Ltd. is launching an extensive cross platform advertising campaign that combines traditional and contemporary media. Starting from this September, advertising will appear in print, online and Out of Home mediums across the UK supported by comprehensive in-store retail marketing programmes.
This Autumn, will see the launch of Gore's consumer advertising campaign promoting the New GORE-TEX® Pro membrane technology. For the first time in the UK, Gore will be using QR codes on advertising collateral, linked to a dedicated GORE-TEX® Pro section of the company's website -www.gore-tex.co.uk/pro- which is live from September 1st. It will also be using exciting moving media content, which will feature in online and in Out of Home campaigns.
Moving media is becoming an increasingly effective means of communicating important marketing messages and is the perfect route for educating consumers about the benefits of New GORE-TEX® Pro; up to 28% increased breathability*, improved ruggedness*, durable water and windproofness. A major campaign using the new video footage will take place in Euston Station, London. Nine, full motion, landscape interlinked LED screens spanning three sides of the Euston Station concourse environment will run from October 14thto 20th.
Not discounting the importance of traditional deliveries, Gore will also embark on a five month long print campaign in specialist press starting in October issues - on-sale September. The adverts will run in series as Full Page Colour adverts followed by three consecutive third strips. The brand partners whose products are incorporated into the print campaign are Mountain Equipment, Berghaus and Arc'teryx. Retailers featured include Cotswold Outdoors, Blacks, Snow + Rock and Ellis Brigham. The online campaign will run from October to December and include formats such as Video MPU's featuring the New GORE-TEX® Pro video footage.
OOH campaigns around Covent Garden, London will feature Berghaus GORE-TEX® Pro Products starting from September 9thand continue with a second burst in London and Manchester, Deansgate from October 21stfeaturing The North Face GORE-TEX® Pro Products. Anna McNamara, GORE-TEX® Garments Marketing stated, "We are very excited to be launching this campaign to support the launch of the New GORE-TEX® Pro. The campaign mix is fully integrated which we hope will generate a lot of interest in the new product technology and ultimately generate sales for our partner brands and retailers."
This new formula demonstrates Gore's commitment to leading the way not just with new technologies but also in implementing exciting new campaigns to support its brand partners.
Press release ends
* compared to previous GORE-TEX® Pro products
About W. L. Gore & Associates, Inc.
Gore is a technology-driven company focused on discovery and product innovation. Well known for waterproof, breathable GORE-TEX® fabric, the company's portfolio includes everything from high-performance fabrics and implantable medical devices to industrial manufacturing components and aerospace electronics. Founded in 1958 and headquartered in Newark, Del., Gore posts annual sales of more than $3.2 billion and employs approximately 10,000 associates in 30 countries worldwide. Gore is one of a select few companies to appear on all of the U.S. "100 Best Companies to Work For" lists since the rankings debuted in 1984. The company also appears regularly on similar lists around the world. Learn more at gore.com.
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