This new fully integrated marketing campaign is being brought to life via a nationwide tour of a mobile interactive demonstration rig. The experiential rig will visit major train stations such as Victoria and Paddington, Heathrow Airport and major shopping centres to allow consumers to interact with the brand, see and learn about the technology behind the brand and its application in footwear, garments and the accessories markets.

Gore is working closely with brand partners in footwear such as Clarks, Ecco, Berghaus, Inov-8 and Asolo for the marketing campaign and also the experiential rig. Unique to Gore and seen for the first time in the UK, the experiential rig will feature the GORE-TEX® products Climate Cube – an interactive testing device which simulates different climatic conditions for consumers while they stand in the Climate Cube wearing GORE-TEX® footwear. (Please see below for further details.)

In addition to the nationwide tour of the demonstration rig there will also be a comprehensive print, online, cinema and outdoor advertising campaign and a 12-month PR campaign. With an impressive six figure budget, the advertising campaign will explain the 'science behind the brand' to reach consumers of specialist sports, hobby and outdoor titles as well as mainstream men's and women's media across print, broadcast and digital formats.

Commenting on the new campaign, Anna McNamara, Marketing Communications at W.L.. Gore & Associates UK Ltd says, "The campaign sees the beginning of a significant investment in the GORE-TEX® brand over the next three years across the consumer garments, footwear and accessories businesses."

Printer friendly version

Email this article to a friend