AUBURN HILLS, MI: Technology company Gibbs Sports Amphibians has selected Burson-Marsteller as its US AOR following an RFP.
The agency competed against three other firms in the search process, said Erica Swerdlow, Midwest market leader and MD of brand marketing at Burson.
Gibbs representatives confirmed the relationship with Burson, but were unavailable for additional comment.
Burson, with a core team of five staffers, will focus on launching the land-to-water amphibian sports vehicle called the “Quadski,” said Swerdlow.
She explained that the firm will work to “build the company's reputation as the leader in high-speed amphibian technology.”
Last month, the company changed its named from Gibbs Technologies to Gibbs Sports Amphibians. It has planned both a national Quadski campaign and a rebranded website for the end of August. Swerdlow said Burson will create content for the newly designed site.
She added that the firm will engage mainstream consumer outlets across print, online, and broadcast media to raise awareness of the product and new company name. The firm will also target outdoor sports and luxury men's outlets. Bloggers who write about ATVs, jet skis, and other outdoor sports will be included in the media plan, she said.
The campaign will also focus on how the company created manufacturing jobs building the Quadski, said Swerdlow. Burson will also work on corporate messaging and reputation management for Gibbs.
In terms of social media, Burson is also helping to develop “fun programs” to engage consumers on Gibbs' Facebook and Twitter pages. The WPP Group firm will also help with event execution and demos for the Quadski so members of the media can try it for themselves. Swerdlow said Gibbs will showcase the product at some conventions and trade shows.