Camping 2009
What was the start point?
Communicate a Guardian camping reader offer.
What was the real question?
Maintain the established tone of voice for a strong retail message.
What was the answer?
A promotional ad that outlined a reader offer and continued the TOV of the preceding camping ads.
After all, we need to sell kit as well as create brand awareness and loyalty.
How effective has the entire Camping campaign been?
Prioritising scarce marketing spend on an audience already familiar with Cotswold and their reputation for high quality service and expertise could tempt a focus on store-based promotions.
However after 12 months investing in building reputation with The Guardian readership through innovative and differentiating campaigns, The Guardian proactively offered sponsorship,
advertorial and some discounted advertising space to Cotswold for the Camping Guide. To optimise cost effectiveness of media we utilised this in 3 ways:
Firstly, we used the brand strengths of The Guardian and positioned Cotswold as a partner in sponsoring this guide.
Secondly, we used a double page spread to create an iconic image demonstrating Cotswold’s insight into the whole camping market.Finally, we put our retailing boots on to fill the back page with a promotional ad that shifted camping product to a key upmarket audience.
Cotswold’s campaign feedback is that the brand positioning was received extremely well; though the best judge is that camping products are shifting out of the stores nationwide.
An innovative approach to media, long term brand building and promotional retailing.
Job done.