Intersport UK has selected Mere Communication Group to provide an integrated PR and advertising solution for its ‘expert advice’ proposition developed by Manchester-based design and advertising agency Lake.
The theme developed by Lake positions the retailer as the destination for consumers looking for expert advice, unrivalled knowledge and a detailed understanding of many different sports. Mere PR has been brought in to support the creative by communicating the ‘expert advice’ message through media relations, promotions, consumer events and partnerships.
The first campaign, which focuses on running, is already underway with the next execution, themed around fitness, set for launch in February 2013.
Susan Herbert, marketing and communication manager at Intersport, commented: “Both Mere PR and Lake have a strong background in sports marketing so are the ideal partners to support us as we look to raise our profile.
“They demonstrated a clear understanding of our brand and objectives and we look forward to the team bringing its creativity to our marketing campaigns as the year progresses.”
Mere Communication Group chairman, Tony Tighe, added: “This is an exciting win for the agency; Intersport is a fantastic brand with a great story to tell. We are looking forward to helping it create a unique positioning to set it apart from other sports retailers in what is a very competitive market.”