Hi-Tec turns to Live & Breathe to develop consumer push strategy

Live & Breath has delivered a media strategy for Hi-Tec, a privately owned and managed UK company, comprising of global press and TV ads, outdoor, on-line, trade communications and POS complemented by product packaging and collateral, retail displays and guerrilla marketing.

The new consumer campaign has just launched and will run until October.

In the UK, press ads appear in a range of golfing, outdoor, country walking and travel media throughout the summer months. Thirty second TV ads will also air on The Golf Channel throughout the summer.

The adverts will also translate into online banners, using flash executions, which will appear on the Hi-Tec homepage.

Nick Gray, managing director of Live & Breathe said: \"Our approach pays homage to Hi-Tec\'s heritage – instant, lightweight comfort. Although many brands trade on comfort or technology, none owns the lightweight territory, and this forms the bedrock of our creative and strategic thinking. It also works on many levels ranging from product build benefits to the brand\'s viewpoint on marketing spend.

“Hi-Tec traditionally spends less on marketing and more on product development to ensure it delivers performance to its consumers.\"

Tony Linford, group director of the Hi-Tec, added: “Live & Breathe has pulled off a strategic masterstroke. Hi-Tec is present across 29 markets and holds different positions in many of these. To develop a global campaign which delivers and resonates across so many territories is no mean feat. I\'m pleased to say that the product and campaign story is already going down a storm across our markets.”