Leading specialist webbing manufacturer Bowmer Bond has appointed FIG to provide strategic support for the launch of a new range of PVC-coated weldable webbing based solutions into the international marketplace.
FIG was given a remit to develop the new brand, SecuBondTM and implement an international brand activation campaign that culminated in a four-day international launch at this year’s TechTextil Expo, which took place in Frankfurt in May.
The multi-channel campaign consisted of a new micro-site for SecuBondTM, product and brand literature, video content, exhibition stand design and a targeted PPC search campaign.
Seamlessly integrating SecuBond™’s innovation within the strong market-leading portfolio, FIG and Bowmer Bond collaborated to undertake detailed audience insight, competitor research and brand position as well as sharpen Bowmer Bonds corporate messages for the bespoke online space developed to promote the new range.
SecuBondTM demonstrates Bowmer Bond’s deep understanding of the needs of the sector delivering a multitude of product benefits, comprising strength, durability, flexibility and performance across a wide range of sectors and applications including truck side curtains, signage, banners and building wraps as well as tensile structures, marquees and tents, and oil containment booms.
Louise Sellers, Marketing Manager at Bowmer Bond, comments: “It was a pleasure to work with FIG on one of our biggest marketing projects to date. We took the decision to brand our PVC coated weldable webbing-based range as it was the perfect time to do so having new products to add to the range and, therefore, to showcase. We also wanted to make a big impact at our largest textile industry event, Techtextil in Frankfurt, so this was the perfect opportunity to launch a new brand, introduce new products, differentiate the existing ones and make a statement.
“Obviously, this was quite a task to undertake and we had a definitive deadline for delivery of the entire project. It was therefore important that we chose a marketing agency with the creative capability, an understanding of the strategic importance of the task in hand and the discipline to deliver the project on time and on budget. FIG delivered in all aspects of the project and we were delighted with the end result. We will continue to promote the brand and develop the range further and look forward to working with the team at FIG on future projects.”
Nikita Murray, account manager at FIG, concluded:
“We’ve been delighted to work with Bowmer Bond to develop and deliver the innovative SecuBond™ brand to an international stage. Understanding the significant strategic investment for the company we looked to harness the heritage and expertise of Bowmer Bond’s market position while showcasing its spearheading research and development work. It has been a perfect opportunity to blend the skills of our creative, strategic, digital and communication content teams to deliver impact and strengthen market presence.”
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