Press Information
FOCUS DIY GETS A TASTE OF FAME WITH NEW ADVERTISING CAMPAIGN
Focus DIY has invested £8 million in a major new multi-media advertising
campaign, which will be hitting TV screens, airwaves and press over the coming
months to encourage sales over the busy Easter and May Bank Holiday periods.
The 13 week campaign launches on 26th March and builds on the 'celebrity' theme that was first seen in 2006. Developed by Gratterpalm, there are three new creative executions, which all position FOCUS' products as 'famous', whilst incorporating comedy to engage the viewers.
Each of the television creative routes has been edited for 10" and 20" slots and features animated consumers, who are perceived as being excited about seeing someone famous, which turns out to be a FOCUS product. This theme, which has been developed to emphasize the retailer's 'Famous For Low Prices' strapline, was popular with consumers in 2006 and so has been adapted and built upon for the new spring campaign.
Combining a selection of adapted executions from 2006 with three completely new themes, a total of 17 adverts will be featured across the ITV network, as well as on Capital and Heart radio stations. The famous theme will also be referenced in national press throughout the 13 week period.
Commenting on the spring advertising campaign, Paul Willis, Marketing Director for FOCUS said: "This year's advertising campaign is bigger than ever before, we have included new media titles across all platforms to ensure we can reach our existing customers, as well as encouraging new consumers into store."
"Easter and May Bank Holidays are our busiest time of year, so by heavily promoting key selling lines across a variety of media platforms, we are expecting to see a significant sales increase."
For more information on Focus DIY or any of its products and services please call 0800 436 436 or log onto www.focusdiy.co.uk.
-ENDS-
For further information or j-pegs of the images, please contact:
Gemma Chruszcz at Communique PR
Tel: 0161 242 5135, Fax: 0161 228 7391,
E-mail: gemma.chruszcz@communiquepr.co.uk
If you would like to receive all further press releases on Focus DIY via e-mail,
please contact Sinead Jones on 0161 242 5118, who can arrange this for you.
Alternatively, you can subscribe to the online press office by visiting www.communiquepr.co.uk.
Focus (DIY) has
over 250 Focus stores operating nationwide from the tip of Cornwall to the north
of Scotland, offering products for the DIY and gardening enthusiast all at competitive
prices, trading under the brands FOCUS and No Frills.
