Power Plate signs Williams deal to attract male users
Vibration training equipment manufacturer Power Plate has signed a three-year deal with the Williams Formula One team.
Power Plate has previously relied on endorsements from female celebrities to target women, who are the most frequent users of its products. The latest activity is intended to capitalise on Formula One's huge global fan base, which is male-dominated.
Power Plate will be able to use Rubens Barrichello and Nico Halkenburg, as well as the team's crew, within its marketing. As part of the change in approach, Power Plate will shift its focus away from endorsements to concentrate on gaining brand recognition. Male-focused marketing will promote its affiliation with the racing team. As part of the deal, Power Plate will launch a co-branded Williams training device.
Nilesh Pandya, Executive Vice-President of Power Plate, explains that âthe strategy is to be less about PR and more about experiential activity. People are aware of the brand, but until they try it they are sceptical."
For more information contact Power Plate International on 1300 411 495, E: sales@powerplate.com, www.powerplate.com.au
14th January 2010 - POWER PLATE INSTITUTE OF AUSTRALIA OPENS
