Product category:
Integrated marketing
News Release from: Loewy
Edited by the Marketingservicestalk Editorial
Team on 27 September 2007
Loewy RFU catalogue delivers winning
results
Loewy has delivered another hard-hitting catalogue showcasing the autumn collection of England Rugby leisurewear for men, women and children.
The catalogue mailing is part of a new campaign strategy that times mail-outs to coincide with the sporting and social calendar The latest version will be mailed to 55,000 customers at the end of September and the e-version will go out via the England Rugby ezine to a list of 120,000 to tie in with the excitement of the Rugby World Cup that kicked off at the beginning of the month and the change in season
This article was originally published on Marketingservicestalk on 10 Oct 2007 at 8.00am (UK)
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It develops the dynamic new design Loewy created for the summer edition which posted in May, replacing the annual catalogue which included the full Rugby Store range.
Zoe Richards, Loewy account director, said: "We had an excellent response to the first edition which was delivered to launch the new England Rugby kit and proved to be a huge success with the best ever pre-orders for a new kit.
"By sending out a raft of smaller catalogues at specific times throughout the rugby and social calendar, we reach our target audience when they are likely to be most engaged.
"We can tailor our message topically and create greater impact".
The RFU audience is a diverse mix; from ABC1 men buying for themselves to gift buyers purchasing items for their partners, parents or children.
"The timed marketing activity matches up specific mailings and messages depending on who we are trying to reach across our varied audience; we can be much more varied and flexible in our approach using a variety of formats including mini-catalogues, mailers, postcards, posters and adverts within the campaign," explained Richards.
Part of the brief was to evolve the catalogue design.
Spreads have a feeling of continuity and movement throughout.
New flowing shapes run across each page, which reflect the design of the new England kit.
Jane Barron of RFU said: "The first new look catalogue has proved a winner with our audience and has already delivered to the bottom line.
"The new strategy seems to be working in the field and we're looking forward to the autumn edition doing the same".
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