The retailer is introducing a new brand strapline “Matalan – Fashion makes Sense” and hopes that the association with fashion editorial and digital and TV content will boost its “visibility” as a fashion retailer and drive traffic to its online store.
The campaign will see Matalan run a weekly eight-page print advertising campaign in Bauer’s Closer magazine highlighting its latest fashion collections, giving style advice and directing readers to Closer.com to view a Matalan-branded online TV show hosted by the celebrity magazine’s editor Kat Byrne.
The weekly online TV show will also be hosted on Matalan’s e-commerce site and on ITV.com.
Matalan will also host a branded fashion segment within ITV’s This Morning programme – the first major branded presence on the daily show.
It will air a 90-second TV ad within the commercial breaks of This Morning featuring content form the online TV show with Closer.
The campaign, which breaks today (20 August), aims to drive deeper understanding of the Matalan brand and communicate the retailer’s belief that great value does not have to lead to a compromise on quality, design, range or experience. It will also address the issue of ‘visibility’ for the out of town retailer through consistency of media presence.
Lee Pinnington, Matalan marketing director, says: “There is a pioneering and challenging spirit at the heart of everything we do at Matalan. We are applying that spirit to our marketing communications by brokering these unique deals directly with ITV and Bauer. We are working with them as business building partners rather than thinking of them as just a supplier of media inventory.”
The campaign, which breaks today (21 August), was created by BBH, Atomised and digital media agency Agenda21. It will run into 2013.