LET'S MAKE EXCELLENT HAPPEN

New Balance's brand new advertising campaign, 'LET'S MAKE EXCELLENT HAPPEN', is releasing this week so I thought it would be helpful for our research to look into what the brand are currently doing in terms of communication strategies.

Although this campaign concentrates on their running products, as many of their other campaigns also do, I still thought it was useful to see how they portray their brand within the advert as it is being released worldwide into major international markets; including the UK, France, Canada, Russia, China, Japan, Australia and New Zealand.

The campaign introduces New Balance 890s; with RevLite technology and is designed to motivate and inspire active consumers to reach a new level of personal performance and thereforea new level of excellent.

Have a look!

My personal opinion on this new campaign is that, while it is quite clever to attract their more sport and running orientated consumers, it does not really have an appeal to any of their lifestyle consumers, and as a campaign that is going to be released worldwide it would have been good for them to create something that would appeal to all consumers and just generally raise brand awareness, but I guess that is where we come in.

Saying this I think the fact that they have built their own New Balance running track on Pier 54 in New York is such a great idea and fits in with their idea of 'handmade' within the company. Also, as a music fan, the tying in of The Dandelions 'On The 54' is genius.

To see a more detailed post, with examples of their print advertising, have a look on my personal research blog http://hannahnewbalanceblog.blogspot.com/2011/03/lets-make-excellent-happen.html

HANNAH