Makita launches national media campaign promoting cordless outdoor power equipment

Makita U.S.A., Inc. announced the “Rule the Outdoors” national media campaign to promote cordless outdoor power equipment and their benefits, such as instant starts, lower noise, reduced maintenance, and zero emissions.

 The “Rule the Outdoors” campaign includes a series of television commercials, digital/print advertising, social 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 the gas-free equipment. Collectively, the campaign will capture more than 300-million household impressions.

“With this media campaign, we will drive awareness of our industry-leading cordless technology,” said 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 commercial, which will air during prime-time spots within highly-rated shows on Discovery Channel, ESPN, History Channel, CBS, and other networks (see below). The 30-second television commercial can also be viewed at  

Sample of “Rule the Outdoors” commercial airings

Channel and programs
Discovery Channel: Deadliest Catch, Diesel Brothers, and Motor Mondays
ESPN: Sports Center, and live sports events
History Channel: Forged in Fire, and American Enthusiast: Drive
Motor Trend: Barrett-Jackson

Makita LXT cordless outdoor power equipment

The launch of the “Rule the Outdoors” campaign demonstrates Makita’s commitment toward cordless technology. The equipment showcased in the campaign includes the Makita LXT cordless string trimmer, blower, lawn mower, hedge trimmer, and chain saw. Each product is powered by a brushless motor and fast-charging LXT lithium-ion battery, which contain technology to provide more power, speed, and runtime.“Makita is and has been at the forefront of technological advances within the industry,” said Withey. “With over 100 years of motor engineering and 40 years of cordless expertise, we’re delivering the best cordless technology with the best products powered by LXT lithium-ion batteries.”

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