Notonthehighstreet.com’s marketing director Ben Carter has taken on the brand’s international marketing as it launches its first site outside of the UK.
The launch will be supported by a major marketing campaign, which will be run from the UK.
Campaign activity includes paid social and search marketing, alongside affiliate and retargeting, the latter of which will go live imminently.
Experiential and PR activity will kick off next month along with outdoor advertising in Berlin.
Speaking to The Drum Carter said the online retailer will take an old British routemaster bus and brand it NOTHS, and fill it with products and partners and drive it around different German markets
The experiential activity will be supported by social and blogger outreach.
Print ads will run in seven German lifestyle magazines including Living at Home, from the end of October, for seven weeks.
The aim is to drum up buzz and awareness for the new site ahead of the Christmas trading period.
Carter said the move has been triggered by the demand for personalised e-commerce offerings in the German market.
“Germany is a big e-commerce market and there is a real desire to express personality and personalisation there. We ran focus groups in Germany and they proved there was a real desire for personalisation and products.
“Agency-wise we will will keep it in the UK. Activity in Germany will be done internally. But our agency WCRS has been involved in the planning of Germany and next year will work on a German brief. ”
The retailer will work with OMD in Germany for media planning.
It will also be looking to make one or two marketing hires to support the new international footprint, either based in the UK or Germany. They will report directly to Carter.
Earlier this week NOTHS unveiled a new strapline as part of a seven-figure UK campaign.