Product category:
Integrated marketing
News Release from: Loewy
Edited by the Marketingservicestalk Editorial
Team on 20 June 2007
Loewy revamps RFU mail-order campaign
Loewy has upped the pace of its mail order campaign for the RFU with a brand new look and a clever delivery strategy that aim to deliver high conversion rates with a varied audience.
The dynamic new catalogues, which feature targeted collections of clothing and sports equipment from The Rugby Store range, will complement the main catalogue which includes the full RFU range The first of these new catalogues appears as an insert in the July issue of Rugby World magazine
This article was originally published on Marketingservicestalk on 10 Oct 2007 at 8.00am (UK)
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Zoe Richards, account director at Loewy, said: "We are sending out a raft of smaller catalogues at specific times throughout the rugby and social calendar, enabling us to reach the target audience when rugby is front of their minds".
The Rugby Store audience is a diverse mix, from ABC1 men buying for themselves to gift buyers purchasing items for their partners, parents or children.
"Marketing activity will be much more targeted, matching up specific mailings and messages depending on who we are trying to reach," explained Richards.
"This will enable a more varied approach - we'll be able to include mini-catalogues, mailers, postcards, posters and ads within the campaign".
Part of the brief was to evolve the catalogue design, said Richards: "We wanted to inject a feeling of movement - rugby is a fast-moving, energetic and physical kind of game, and the new designs reflect this.
"All the spreads have a feeling of continuity and movement throughout; we introduced new flowing shapes to run throughout, which reflect the design of the new England kit.
"A dark background for the cover gives the imagery gravitas, with red energy lines running through it to portray the speed and passion of the sport, while a white background for the inside spreads contrasts dramatically with the cover".
Jane Barron, Licensing and Marketing Manager at the RFU, said: "Loewy's clever thinking and spot-on creative puts us in touch with all of our audience in a sensitive way.
"It's a light-footed campaign that creates a smashing impact and we are confident it we'll deliver more shoppers to us".
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