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Dryarn develops WEB 2.0 marketing strategy
21
May '11
National and international press campaign, web 2.0 and sporting sponsoorships: this is the new communication strategy of Dryarn, the lightest "Made in Italy" microfibre in the world, sill investing in B2B but now devoting more attention to the world of the consumer.

Dryarn is the lightest fibre existing in nature; it is dermatologically tested and 100% recyclable, characteristics that make it ideal for a wide variety of applications and that particularly in the sportswear field, has enable the manufacture of hi-tech clothing with a hitherto unattained level of comfort. In order to boost brand awareness, already used by the best sportswear labels, Dryarn is widening its communications to encompass the world of sports practitioners.

L'IMMAGINE STAMPA, edited by Li Lu and Bao Hongbin and available in both an Italian and international version, serves as a metaphor for Dryarn, a true "second skin".

The visual speak, in absentia but clearly and unambiguously, becoming even more evocative since the peak performance linked to the use of Dryarn, and consequently to the wearing of garments made in this fibre, can be summed up in the litttle drops of perspiration that slid down the neck, the only body area remaining uncovered during sports activities and that presupposes the use of a T-shirt or technical garment. Dryness, or rather breathability, is the principle benefit of Dryarn garments that remain in contact with the skin.

The images evoke and reveal and indissolubly unite the fibre, its uses and the particular target. The campaign is being organized around the major national magazines that specialize in the fabric sector and the main sports magazines, dedicated first and foremost to biking and running.

With a view to consolidating brand awareness, Dryarn has developed a 2.0 marketing strategy to run parallel to its traditional advertising. Not only do on-line ads play a decisive role but use will also be made of facebook. In fact, the advertising profile is founded on the intention to forge ever stronger and more direct links with sports practitioners, creating a constant dialogue with wearers of these technical outfits.

Dryarn

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