New Balance is “introducing a 30th anniversary model of its 990 running shoe with an advertising campaign that emphasizes its production” in the U.S., according to Jane Levere of the N.Y. TIMES. The company's new advertising campaign, which was created in-house, “focuses on the company’s manufacture of men’s and women’s styles of the new 990 in its factories" in Skowhegan and Norridgewock, Maine; and in Lawrence, Mass. A 25-second TV spot and similar 60-second video “feature workers in the Norridgewock and Skowhegan factories” located in Maine. New Balance retailers will “begin running the TV spot, underwritten by New Balance and the retailers, on April 17; the spot and 60-second video will begin running on New Balance’s Web site and Facebook page the same day, and other videos will follow.” There is also “print advertising, including an ad underwritten by retailers and New Balance that will begin running locally April 15, and a similar trade ad by New Balance.” Copy on both ads says “Craftsmanship redefined;” both also feature “a logo, created for the campaign, that is a stylized American flag” in which the words “Made here” replace the stars. New Balance officials said the budget for the new campaign would be “just under seven figures” from April through July (N.Y. TIMES, 4/5).
GETTING READY FOR BOSTON MARATHON: In Boston, Gary Remal reports New Balance is unveiling a new marketing campaign "geared to take advantage of interest surrounding this year’s edition” of the Boston Marathon. New Balance Marketing Manager Josh Rowe said, “Our ‘Let’s Make Excellent Happen’ campaign is all about inspiring and motivating athletes to keep reaching for new goals. With our 2012 Boston Marathon effort, we’re not only commending the runner’s achievement of those goals, but also those ‘excellent’ moments that make Boston legendary” (BOSTON HERALD, 4/5).
