PHD North has unveiled new media planning and buying activity for footwear brand New Balance and alternative radio station XFM Manchester.
New Balance has launched its first UK campaign since the account moved to PHD North, to support its performance range of running shoes.
The ‘Love/Hate’ campaign has been developed by BBDO New York. PHD North’s task is to bring the brand to a wider UK audience, through press, online and multiple outdoor formats. On the London Underground, digital escalator panels will talk directly to evening commuters walking up escalators and out of stations.
The campaign will run across July and August in the built up to the Beijing Olympics.
Meanwhile, PHD North’s media planning and buying work for XFM Manchester will aim to reach the station’s audience during their commute using a mixture of phone kiosks and advertising on the city’s Metrolink tram network.
The campaign, crafted by Love, is live now and is supported by on-air gig ticket give-aways and festival coverage and broadcasts.