By Daniel Hunter

Hightail (formerly YouSendIt) is launching its first UK marketing campaign as it aims to become the top file sharing and storage brand among professionals.

The campaign, featuring the theme ‘Don’t just share it. Hightail it’, will run online, on mobile and across London’s Tube network. It aims to grow awareness of the Hightail brand, while highlighting how easy and secure the service makes sharing, tracking and accessing files on any device, wherever users may be.

The creative focuses on the story behind a file, the effort and inspiration that goes into an idea before it is shared with a client. This means you shouldn’t trust just any file sharing service — when it really matters, Hightail is the quickest, most secure and professional way to share your important file.

The Tube campaign takes the form of posters and videos, and will run mid-June. Online ads and mobile banners will run in June and July.

“People choose Hightail because their work is precious. Our first UK advertising aims to show that sharing alone is not sufficient — if your work needs special care, you need Hightail to share and store professionally,” said Brad Garlinghouse, CEO of Hightail. “The strapline really gets our brand sentiment across. We care as much about your files as you do.”

Hightail has 45m users spanning 193 countries. Business clients include Sony Pictures, Absolut and Hershey’s. The company recently opened a UK office, following a $34 million funding round to support international growth plans.

A new version of Hightail for Android is also due to launch. The upgraded app will include tracking insights and increased security features, helping people share and track files on the go. Users can also use the free app to automatically back up every photo and video taken on an Android device. Currently, around three quarters of all data shared via the app is media-focused.

The UK is the second largest market for downloading Hightail for Android, behind the US.