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ULTIMA BACKS POWER PLUS WITH £1m LAUNCH PACKAGE
ULTIMA unveiled details of its massive advertising and marketing campaign that will accompany the launch of its new product, Power Plus, in June. The value of the total advertising, marketing and support that will be put behind this launch will exceed £1m in the UK alone and, as far as we are aware, will far exceed any similar launch ever undertaken anywhere in Europe. The launch coincided with the unveiling of DHP’s new Total Coarse Fishing magazine which will feature 100,000 sample spools on the cover to get Power Plus into the hands of key consumers immediately so they can appreciate the quality of this line first hand. To further encourage sales, Total Coarse Fishing will also be including a consumer voucher in each of the first three issues, allowing anglers to buy a 300m spool for the price of 100m at Ultima Power Plus retailers. Total Coarse Fishing editor Gareth Purnell is firmly behind the venture with Ultima and believes Power Plus will be a real winner with anglers and retailers alike. Marketing manager Lynn Evemy explained: "With Power Plus we have achieved a much higher breaking strain-to-diameter ratio and a knot strength that, until recently, would have been thought impossible. "We have increased the abrasion resistance, reduced the diameter, made the line soft and supple, given it the ideal stretch factor, made it sink, developed an ultra-low visibility colour and even made the surface matt to reduce any tendency to spook shy fish. The two years of hard work and countless trials and retrials have undoubtedly created what is a truly remarkable product." Deliveries of Power Plus will commence to dealers from the 7th of July. |