When the creative and media work together, there is a synergy that is untouchable. We were thrilled with the results of this newspaper-driven campaign.
The Challenge: A local retail jewellery store, Touch of Gold, was faced with the important Christmas season approaching. It needed to stand out from its competitors—as many of the ads in the market looked and felt the same. Furthermore, its ad creative needed to be less intimidating to new customers without alienating existing ones.
The Objective: To create a local advertising campaign that would present the retailer in a unique and positive light. This would drive more traffic to the store during the holiday season.
The Plan: For this local retailer, the media plan included local newspaper advertising supported with in-store posters to reinforce the brand positioning. Furthermore, as men are the main purchasers of jewellery, the ads were placed in sections of the paper with the highest male readership—the finance and sports sections. Given this choice, creative executions would be designed to match with this placement.
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