2m Kodak relaunch targets new mothers

Kodak is launching a “Baby Welcome Programme” for new mums, in a marketing initiative involving almost 200 hospitals throughout the UK.

The promotional packs for Kodak Gold Ultra will be distributed to 600,000 women – over 80 per cent of new mothers. The year-long push, which begins in May, is through specialist agency Baby Marketing.

The fold-out envelope, designed to look like a baby’s blanket, is emblazoned with the words “Congratulations from Kodak” and warns proud new mums not to risk capturing those precious moments with anything other than Kodak Gold Ultra.

The small packages contain a freepost mailing envelope for completed films and a voucher offering 1 off a second set of prints.

The packs are part of a 2m relaunch of Kodak Gold Ultra, which has employed a twin marketing strategy to target new mums and holiday makers.

Kodak will target almost 3 million holiday makers through promotional packs in their travel document wallets.

The packs, featuring a mailing envelope and three-for-two offer, will be distributed through major travel companies First Choice, Lunn Poly, Going Places and AT Mays.

The relaunch also includes television advertising through J Walter Thompson, which will roll out in June/July, the details of which have not yet been revealed.

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