New Era deploys Out-of-Home campaign to promote partnership with JD Sports
New Era, the world’s leading sports and lifestyle headwear brand, took its “This Is The Cap” campaign with Major League Baseball and JD Sports to iconic central London Underground stations. New Era’s Outdoor advertising campaign targeted passengers in close proximity to the newly opened flagship store of JD Sports at key tube stations, including: Oxford Circus, Covent Garden, Piccadilly Circus and Leicester Square.
With straplines, such as: “This is the cap that represents a city, a culture, a way of life” and “This is the cap that stands out from the crowd”, this two-week campaign deployed a range of traditional and digital media throughout the stations to capture the attention of millennial’s travelling around the shopping district.
Rohit Naidu, Marketing Manager EMEA, at New Era, said: “We are delighted to launch the OOH campaign in partnership with our key retailer in the UK, JD Sports. The campaign speaks of New Era’s longstanding partnership with Major League Baseball while adopting a lifestyle approach to its imagery. Exterion Media has vast experience in delivering a targeted message to the right audience and we’re looking forward to seeing the results of these efforts.”
Jason Cotterrell, Managing Director at Exterion Media UK, said: “This is what Out-of-Home is all about – reaching the right people, at the right place and time. It’s great to see that New Era are capitalising on the power of our London Underground network to help raise awareness and drive potential customers to the newly opened JD flagship store. It’s brilliant campaigns like this that showcase OOH’s ability to target specific audiences who are in an active mindset and in proximity to purchase.”
The new JD store is located at 268-269 Oxford Street and will showcase New Era’s extensive lines in MLB-branded headwear.