Product category:
Media
News Release from: MediaVest
Edited by the Marketingservicestalk Editorial
Team on 09 May 2008
Heuga launch GBP3.5m European ad
campaign
Carpet tile brand Heuga has rebranded its European operation to 'FLOR by heuga' and is planning a pan-European consumer print campaign worth just over GBP3.5m, to support the brand.
The move positions the European arm of this global company, in line with its US-based residential brand FLOR Media planning and buying for the campaign will be co-ordinated by Manchester-based MediaVest, working in conjunction with strategic partner the Starcom Group to roll out the campaign across the UK, Germany and Holland
This article was originally published on Marketingservicestalk on 9 Mar 2007 at 8.00am (UK)
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Brand planning and creative will be coordinated through nxo Tayside, as part of the rapidly expanding UK strategic marketing network of nxo offices.
Patrick Riley, Heuga's MD, said: "At the halfway point in a five-year plan, we needed an independent 'sense-check' on our strategy.
"The nxo team, led by Fraser Ritchie from the nxo Tayside office, helped us focus on the key issue facing our business and showed us a clear path to achieving it.
"We are very excited to be launching our first major consumer advertising campaign for over 20 years".
It is a well-known statistic that women make over 80 per cent of all consumer buying decisions and are critical in making home decoration decisions.
During launch year alone, the campaign will reach over 4 million women with 'Flourishing Families' across the UK, DE and NL.
Following in depth profiling of this target consumer group and detailed consumer research across the three countries, colour page advertisements have been produced and booked to appear regularly throughout 2008.
Placed in a range of weekend supplements, women's general and home interest magazines, with an objective to drive brand awareness and product consideration, the concept directs readers to the rebranded florbyheuga.com website, where they can create designs, see what others have created, order free samples and find their nearest store to experience the product for themselves.
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