swamp helps England Launch New Kit Online

From: swamp
Published: Thu Feb 24 2005

Digital marketing agency swamp has created a microsite to mark the launch of the new Umbro England home kit (on March 24th 2005). The new site will feature a live webcast of the kit’s launch event – this will happen on March 23rd - allowing fans worldwide to watch key England players modelling the new kit for the very first time.

Viewers will also have first-hand access to the FA player press conferences taking place immediately after the launch, and will have the chance to submit their own online questions to the players.

The ‘England’ microsite will accessed via the global www.umbro.com web site (also built by swamp) and will contain consumer content including player imagery, interactive viral content and competitions.

UMBRO, the official FA Partner and England kit suppliers, is keeping the new kit design tightly under wraps until the official unveiling by key members of the England men’s and women’s teams on March 23rd. This is the very first time that fans around the world will be able to watch an entire England kit launch event unfold via a live internet webcast.

The site will be promoted through an online advertising campaign aimed at football and lifestyle media as well as a PR campaign.

Paul Mallett, Managing Director at swamp said,

"Umbro understands that a new England home kit is an exciting occasion for all England fans and that many of them will want to experience the launch online. This dedicated web site enables fans worldwide to see the kit the moment it launches - as well as ensuring that they can interact with the Umbro brand. It’s been exciting for swamp to work on an Umbro project that will be the talk of the Nation come March 23rd".

Adrian Cory, Director of Brand Marketing for UMBRO, said,

"The launch of a new England kit is a massive event for Umbro and we see the Internet as central in our ability to communicate with our target audience around the world".

VISIT www.umbro.com and Hit England on the Wall

- ENDS -

Editors Notes

About the New Umbro England home kit
England’s new kit, launched two years after the previous home kit, goes on sale March 24th and will be worn for the first time against Northern Ireland in the World Cup qualifying game on March 26th. The specially designed women’s version will be worn as England compete in Euro 2005, held in England between June 5-19th.

Screenshots of the new Umbro microsite can be downloaded from the "SCREENGRABS" section of:

Photo of Paul Mallett – MD of swamp can be found on the same link under

About s w a m p …
s w a m p is a digital marketing agency with a strong strategic and consultative focus. Its role is to develop the business case for its client’s digital marketing and then help them execute the plan. It is an independent company with no bias to any specific technologies or ideologies. s w a m p supports and helps clients get the best cost/benefit ratio from the digital channel. It has done this successfully for the last 10 years and this is reflected by the fact that world famous brands such as Heinz and Umbro have chosen s w a m p as their digital partner.

s w a m p www.swampme.com

Further information can be obtained from:

Al Fox
PR for s w a m p
01904 623318
07946 785549

Company: swamp
Contact Name: Al Fox
Contact Email: al@alfox.co.uk
Contact Phone: 01904623318

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