Product category:
Point of purchase, retail design
News Release from: Live and Breathe
Edited by the Marketingservicestalk Editorial
Team on 13 July 2007
Live and Breathe captures Bond Street
aura
Bond Street Association, the body representing the area's famous names, has brought in retail ideas agency Live and Breathe to deliver a map and guide aimed at tourists visiting the capital.
The result is a premium item, designed to communicate Bond Street's prestigious status and create a brand for this unique and elegant destination The high-quality guide, with its distinctive black background, details a montage of local scenes, with silver blocking used to give the map stand-out
This article was originally published on Marketingservicestalk on 10 Dec 2007 at 8.00am (UK)
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The agency commissioned original photography to appear within the guide.
Inside the eight-page folded guide a section entitled "a day on Bond Street" highlights the area's main attractions, ranging from shopping, arts and antiques to eating and drinking occasions.
Further pages describe "Bond Street culture and history" complemented by an easy-to-use four-page walking map of Bond Street showing key destinations supported by a colour-coded key.
Some 160,000 copies of the guide will be delivered to The Bond Street Association for onward distribution to all members, including the area's hotels, restaurants, bars, retailers and travel hubs.
Nick Gray, Live and Breathe MD, explained: "Bond Street has to compete with a range of luxury destinations in London all vying to attract a select group of wealthy visitors, be they other areas of London such as the King's Road or standalone venues such as Selfridges or Harvey Nichols.
"It's vital to tell a story which captures the attention of our target audience; our approach fuses brand building with practical information, providing the essential locations, maps and descriptions that will prove invaluable for visitors looking to explore and get the most out of Bond Street and the surrounding area".
Penny Kennedy-Scott of the Bond Street Association added: "Live and Breathe has created a beautifully practical guide to one of London's premier destinations.
"Bond Street has a rich history and continues to be a magnet for the stylish and wealthy and these characteristics are skilfully communicated through carefully crafted copy and elegant photography and design.".
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