Makita launches national ad campaign

By Mary Elizabeth Williams-Villano

The company will showcase its line of battery-operated power equipment.

Photo courtesy of Makita

Makita USA Inc., La Mirada, California, is embarking on a national media campaign to promote cordless outdoor power equipment and their benefits, such as instant starts, lower noise, reduced maintenance and zero emissions.

The campaign, called “Rule the Outdoors," includes a series of television commercials, digital, print and social media advertising and a billboard in New York City’s Times Square that showcases main products from Makita’s cordless outdoor power equipment line and the benefits of gas-free equipment. Collectively, the campaign will capture over 300 million household impressions.

"With this media campaign, we will drive awareness of our industry-leading cordless technology," says Brent Withey, senior director of brand marketing, Makita U.S.A., Inc. "We are reaching both professional and homeowner users to show how convenient it is to use the same LXT battery found in over 225 products, ranging from power tools to outdoor power equipment."

The "Rule the Outdoors" campaign is the company’s first use of national broadcast television. This commercials will air during prime-time spots within highly-rated shows on the Discovery Channel, ESPN, the History Channel, CBS and other networks.