Intersport UK and Ireland is launching a new consumer marketing campaign with the theme ‘expert advice’, to set it apart from other high street sports stores.
The creative concept, developed by Manchester-based design agency Lake, shows a split image highlighting how there are two sides to all Intersport people. As well as being experienced retailers they are also sports enthusiasts who can provide valuable advice on the latest sports kit and equipment.
The first campaign features Intersport runners - Sheena Kerr, the Intersport manager in Armagh, who was formally an All-Ireland running champion, and Nick Rivett, store owner and manager from Brighton and Hove, who runs marathons in his spare time – and will launch through a series of adverts that will run in national running, fitness and lifestyle print and digital channels.
The creative will also translate into a POS support package to be rolled out across the store network to target customer’s in-store. The advertising will be further supported by a full PR and promotional campaign targeting running and fitness enthusiasts.
The ‘expert advice’ theme will be evolved and developed over forthcoming years to feature different sports and other Intersport people with a passion and national achievement in real life sport.
Tom Foley, general manager of Intersport, commented: “We wanted to develop a campaign that clearly explains where we sit in the market and communicates our expert advice proposition.
“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: “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.”