Russell Workwear

Russell Europe realised that to effectively market their product ranges, a bespoke and tailored approach was needed for each range. In addition, the 6 primary markets all had different commercial requirements. A comprehensive strategy was required to address both these issues.

999 was challenged to create integrated communication campaign to differential Russell Workwear from Russell Europe as the only choice for workwear garments. Through this communicating the specific benefits of core garments within the range was key.

999 developed an integrated marketing campaign to promote the benefits of 6 key garments within the range to over 50 distributors throughout Europe. Taking the individual requirements of each of the 6 key markets, all communication material was multilingual and personalised for the network of distributors.

The campaign comprised of direct mail, garment sampling, POS and email marketing and was supported by a trade advertising campaign in 3 countries with 999 also handling the fulfilment and distribution logistics.

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