Makita Backs Expansion of Cordless OPE System with New ‘Rule the Outdoors’ Campaign

To increase awareness of battery-powered alternatives to gas equipment, Makita U.S.A. has launched “Rule the Outdoors,” a national awareness campaign across media channels, from broadcast to digital platforms.

“Makita quickly recognized the movement away from gas outdoor power equipment and the demand for cordless, from professionals to homeowners,” says Brent Withey, vice president marketing, brand, Makita U.S.A. “No other company has invested in cordless technology like Makita, and the result is a complete system of professional cordless power equipment. With our ‘Rule the Outdoors’ campaign, we’re telling users across America that the time is now to go cordless, without a compromise in performance.”

The company’s “Rule the Outdoors” campaign will run through mid-summer with more than 400 million total impressions across media platforms, states Makita. The extensive reach includes top television networks and sports channels, as well as 50 million digital media views. The campaign will extend to dealer partners with in-store assets and live events including the Makita Driving Innovation Tour.

The launch of “Rule the Outdoors” marks the release of Makita’s new 36V (18V X2) LXT 21-inch Self-Propelled Lawn Mower Kit (XML11CT1), which is featured in the campaign. For a limited time, consumers will receive two free 18V LXT 5.0Ah Batteries (a $219 value) for a total of four batteries with purchase.

“Over the past several years demand for cordless OPE has dramatically increased across the spectrum, from pro landscapers to homeowners, and to the dealers who serve them,” says Mario Lopez, director of product development, Makita U.S.A., Inc.

“Pro landscapers are paying more for fuel while experiencing resistance to the noise and emissions of gas equipment, so they are seeking cordless equipment,” Lopez continues. “Homeowners are moving to cordless lawn mowers and blowers for the instant starts and zero gas hassles. And for retailers, they are seeking reliable cordless equipment with commercial-grade performance for their customers. In each case, Makita is meeting demand with a complete cordless system for mowing, trimming, cutting, and clean-ups, as well as extensive line of accessories. For all users, Makita has a total cordless solution.”



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