Victoria Plumb to launch first TV campaign

The Yorkshire-based brand expects to achieve £25m sales this financial year and is turning to TV in order to boost sales, over and above the double-digit sales increases it is currently recording year on year. 

Television activity will launch on Monday (1 October) as part of a six-figure campaign that will run for four weeks. The retailer said the "aggressive" marketing strategy would continue into 2013. 

The creative showcases one of the brand’s "luxurious" bathrooms and emphasises their affordability with the strapline "always low prices", while also drawing attention to a sale running until 31 October.

Principles Agency created the ad, which features a woman in a bath as the central character, in order to appeal to the brand's existing customer base of female homeowners over the age of 30.

Sam Jenkinson, marketing manager at Victoria Plumb, said: "We are launching our first TV advertising campaign as a major step forward in our ambitions for the brand.

"As well as raising our profile, we are reaching out to a new audience to attract new customers by presenting stylish bathroom options at very competitive prices."

Television activity will be supported by national print advertising across national newspapers and the production of the brand's first consumer product brochure, which aims to help convert web traffic into orders.

Carat is handling media planning and buying.  

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This article was first published on marketingmagazine.co.uk