Intersport launches 'expert advice' themed marketing campaign
Intersport is launching a new marketing campaign in an effort to set the sporting goods retailer apart from other sports stores on the high street.
The campaign aims to portray Intersport as a provider of 'expert advice' for a range of different sports and features real Intersport employees demonstrating their expertise and passion for sport.
The creative concept, developed by Manchester design agency Lake, centres around a split image to show that there are two sides to all Intersport people. The campaign gives out the message that in addition to being experienced retailers, Intersport employees are passionate sports enthusiasts who aret therefore ideally placed to provide advice on the latest sports kit and equipment.
The first advertising campaign focuses on running and features two of Intersport’s keenest runners; Sheena Kerr, the Intersport manager in Armagh, who was formerly an All Ireland running champion, and Nick Rivett, the store owner and manager from Brighton and Hove, who runs marathons in his spare time.
The campaign will launch through a series of adverts that will run in national running, fitness and lifestyle print and digital channels from October. The creative will then translate into a POS support package that will be rolled out across the store network. The advertising will be further supported by a PR and promotional campaign targeting running and fitness enthusiasts.
Intersport said it selected the 'expert advice' theme due to its longevity and potential for use across several applications. The theme will be evolved and developed over forthcoming years to feature different sports and other Intersport people with passion and national achievement in real life sport.
Tom Foley, Intersport's general manager, explained: "We wanted to develop a campaign that clearly explains where we sit in the market and communicates our expert advice proposition so that consumers looking for knowledge and advice from a passionate team know that Intersport is the best place for them to shop.
"The new theme provides us with a great brand building tool for the future and will be used to really raise the profile of the brand over forthcoming months and years."
Lake managing director Barry Glinister added: "It was important that consumers believe and identify with the creative. Using real Intersport people has been key to delivering a genuine, real life tone to the campaign and highlighting their sporting stories is integral to effectively communicating the key message."
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