Following the market launch of the Gore-Tex Surround Product Technology at the Outdoor Retailer Summer Market, and the OutDoor trade fair in Friedrichshafen, W.L. Gore & Associates (Gore) will be launching a campaign this autumn to reinforce the profile of the Gore-Tex brand. With the tagline, ’Experience the Difference‘, the campaign will be communicated via a range of different channels over the coming years. According to a company spokesman, the campaign, which will be launched in four countries, is expected to achieve one billion contacts through video, online and printed communication. „Next year, the company will be increasing its investment in positioning the umbrella brand. In 2013 alone, more than 34 million Gore-Tex products were sold in more than 50 different countries“, explained Tom Bugg, Global Brand Manager at Gore.
The campaign will focus on the personal experience – fully regardless of the weather conditions. The themes of the campaign will be conveyed using emotional pictures – close-up shots of people experiencing the great outdoors. A „split“ theme – a partitioned image – will give the campaign its unique characteristic. It will illustrate product benefits, such as comfort and protection against the weather, using different end user applications in all possible weather conditions.
Good weather on the one side and bad weather on the other will graphically illustrate the main product characteristics – that they are breathable and waterproof. The „split“ design provides a consistent theme for the campaign across all media and will also be able to be applied to new products. The sales channels include printed magazines and TV programmes, as well as online and social media platforms, outdoor advertising and cinema.
