BULOVA LAUNCHES FIRST INTEGRATED MARKETING CAMPAIGN AS OFFICIAL MANCHESTER UNITED GLOBAL WATCH PARTNER 11/08/2013
Manchester, England, November 8, 2013 – Bulova, a world leader in the manufacturing of timepieces and clocks, today announced the launch of a global marketing campaign, developed in support of the brand’s comprehensive three-year sponsorship agreement with football powerhouse, Manchester United. Bulova was named as the club’s Official Timekeeper and Global Partner earlier this year.
“Bulova’s partnership with Manchester United is a tremendous opportunity to grow our brand internationally,” said Eric Hofmann, VP of Marketing, Bulova Corporation. “When searching for a partner that truly resonated on a global scale, we recognized Manchester United as a perfect fit, and anticipate that consumers will be just as excited as we are to see us come together to celebrate precision, innovation and craftsmanship, all driving principles for both brands.”
The multi-million dollar integrated campaign, rolling out now in Asia, Europe, North America, South America and Australia, features a high-impact mix of global television and radio spots, as well as digital, out of home, point-of-sale and print ads in key lifestyle, sports and men’s books. Print advertising will highlight current Manchester United players such as Wayne Rooney, Shinji Kagawa and Javier Hernandez, to run in international publications now and throughout 2014.
The campaign includes a robust online presence and social media strategy along with targeted public relations efforts. These marketing endeavors complement the appearance of retired Manchester United legends at select consumer and trade events, such as Baselworld in March 2014, as well as Bulova branding on the club’s scoreboards at Old Trafford stadium, on the stadium’s digital advertising boards during all Premier League home matches and via daily commercials on Manchester United Television (MUTV).
As part of the campaign, Bulova will gift all Manchester United players and coaches with custom co-branded and engraved timepieces in 2014. Players will be able to select specific watch finishes and materials. Co-branded, Swiss made watches for consumers will be available in spring 2014, each featuring the Manchester United club crest. Select styles will be available in limited edition solid gold, titanium and stainless steel models.