MediaVest plots unorthodox summer drive for KitBag.com

MediaVest is planning an unusual campaign to catch fans when they are dreaming about sport in supermarkets, business meetings or during romantic dinners.

MediaVest is planning an unusual campaign to catch fans when they

are dreaming about sport in supermarkets, business meetings or during

romantic dinners.



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

fans.



’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.



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