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Driving promotions outdoors
Last month Merrell launched a national taxi campaign featuring key products from its Spring Summer 2006 Outventurre and Transit collections.
The campaign, which includes 140 taxis will run for a period of six months to help drive consumer demand. Each taxi has the bold Merrell logo and product images emblazoned on the outside of the car as well as branded flip seats and taxi receipt pads inside. Marketing manager Richard Codgbrook commented, "We chose the taxi campaign as a means of achieving a high level of brand awareness in an unusual and highly appealing way. Which also adds to our existing outdoor marketing strategy. We are hoping to leave a strong and lasting impression".
In a similar promotion, The North Face has unveiled a fleet of branded cabs across the UK as part of its £1/2m Spring Summer 2006 marketing campaign. From this month, the 29 TNF taxis will be promoting products such as the ultra lightweight Flight Series externally and the new Hedgehog shoe and DIAD jacket internally. Commenting, sales and marketing manager, Keith Byrne said, “This is the first time we have used taxis as part of our marketing mix . The images are genuine shots of a climber and perfectly illustrate the extremes to which athletes can go while relying on our equipment. Perhaps they may even encourage more city workers to escape to the countryside at weekends and try some outdoor sports.”
