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Direxion’s ETF lineup includes a wide variety of products seeking returns that are 300 percent of the return, or inverse return, of their respective benchmark indices for a single day.
“For tactical, active traders who wish to employ leverage to maximize their exposure to a specific index, our 3x products offer the boldest way to trade,” said Dan O’Neill, Chief Executive Officer of Direxion. “This campaign is intended to continue our dialogue with active traders and raise awareness of the extensive lineup of bull and bear strategies Direxion offers.”
The marketing campaign’s 45-second television spot invites active traders to join “The Fellowship of the Bold”.
“‘Bold’ means challenging convention—it does not mean imprudent or reckless,” said Andy O’Rourke, Chief Marketing Officer of Direxion. “Our ‘Fellowship of the Bold’ is intended to appeal to the tactical-trading audience that finds our products so useful. We hope the humor both amuses and reinforces our connection with the tactical community. This campaign is consistent with Direxion’s objective of speaking directly to experienced, active traders.”
The marketing campaign, which also includes print and online executions, encourages visits to Direxion’s website to learn about the Direxion ETF lineup and the risks and nuances of leveraged ETFs.
The initiative’s 45-second TV spot premiered during market hours on CNBC and Bloomberg TV last week, and is available for online viewing at the Direxion website. The print and online ads will begin appearing this month across multiple financial publications and websites.