FISHING APPAREL AND PR LEADERS UNITE
GILL UNVEILS A LARGE-SCALE BRAND REFRESH, TURNS TO TRADITIONS MEDIA FOR SUPPORT IN THE FISHING INDUSTRY
December 17, 2018: Respected for their marine apparel innovations in the technical sailing and boating industries, Gill is pleased to announce a new partnership with media relations and marketing strategy group Traditions Media to help them communicate within the fishing industry.
Headquartered in the U.K., the company is present in over 35 countries and sees this as a natural step in the brand’s five-year growth plan, the first phase which started in early 2018 with the acquisition of Gill North America, the U.S. distributor of 35 years.
Gill’s PR team is long trusted in the marine, sailing, and boating industries, and to augment their efforts, Gill sought a partner with effectiveness in fishing industry communications.
This new approach is part of the brand’s five-year growth plan – the first phase of the plan started in early 2018 with the acquisition of Gill North America, the US distributor of 35 years. Whilst the new creative direction seeks to strengthen Gill’s current brand position within the fishing apparel market, the refresh is also designed to change perceptions and elevate the brand – to deliver growth with new shoppers and retailers as well as maintain their loyal fan base of fishing consumers.
“Traditions Media came highly recommended from many of the major stakeholders in fishing. We talked to B.A.S.S., Fishing Tackle Retailer, etc., and the fact that they came highly recommended by their peers was significant. Secondly, after talking with agency head Noel Vick and the team we felt very comfortable with their PR approach. They know the market and are enthusiasts themselves, which is another big factor,” said David Pritchard, Senior Vice President, Gill NA.
“We also felt like there would be good cross-pollination opportunities with other brands they represent in the fishing space,” Pritchard continued.
Traditions Media co-founder and President, Noel Vick, is enthusiastic about the opportunity as well. “We are honored to be working with a pioneer of proven, legacy rainwear – a company that concepts, designs and produces fail-proof apparel for all marine applications, including fishing. Gill fits in perfectly with our tradition of working with category leaders.”