Bulova officially announced the launch of its global marketing campaign on Friday, developed to promote its three-year sponsorship of Manchester United, which was announced earlier in the year.
The sponsorship deal with the football club makes Bulova the Official Timekeeper and Global Partner of Manchester United, and is part of Bulova’s push to grow its brand internationally.
The multi-million pound campaign, currently rolling out in Asia, Europe, North America, South America and Australia, features a mix of global television and radio spots, as well as digital ads, out of home ads, point-of-sale material and print ads in key lifestyle, sports and men’s magazines.
The campaign also includes a strong social media strategy along with targeted public relations efforts. These marketing endeavours 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.
Bulova vice-president of marketing Eric Hofmann said: “When searching for a partner that truly resonated on a global scale, we recognised 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."
As part of the partnership with Manchester United all players and staff will be gifted custom co-branded and engraved Bulova timepieces in 2014, and will be able to select specific finishes and materials. Similar co-branded 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.