MediaVest is planning an unusual campaign to catch fans when they
are dreaming about sport in supermarkets, business meetings or during
The agency has had discussions with a range of media owners about the
pounds 3 million planning and buying push for its new client, the online
sports goods retailer KitBag.com.
Jeremy Paul, associate director at MediaVest, said he is buying existing
ambient media space but will also invent ways of reaching sports
’This campaign is about passion, so sod the old-media rule book,’
explained Paul. ’We’re talking to anyone who can put our message across
in a passionate manner. We want to reach fans 24 hours a day, seven days
a week. I don’t care if the space doesn’t exist, we’ll create it.’
However, Paul is also looking at traditional mass media in order to
reach a large number of potential users. ’We’ve also got to drive a
volume of users onto the site, so we’ll probably use a combination of
cinema, magazine, TV and outdoor ads as well.’
MediaVest has not yet assigned a team to work on the campaign, which
will kick off in the summer using ads created by Fallon McElligott.
Media 21, the dedicated web media agency, is handling online
planning/buying for the site.
KitBag is split into football, cricket and rugby sites. Users can buy a
range of products, such as a replica of Pele’s 70s strip and a framed
picture of Viv Richards.