Case Studies
Matalan
National Outdoor Campaigns and Spring 2008
Out of home advertising has formed a key part of our national campaigns for Matalan since their brand re-launch in 2006; we have given scale to the brand’s fashion credentials through the use of high impact, and high quality, road side formats. The role of Outdoor for Matalan has increased in importance year on year and we have continually developed our strategies to ensure that the campaigns we produce work harder than ever.
The backbone of our national outdoor campaigns for Matalan is a store ‘blueprint’ which we devised by mapping postcode catchments for every store in the UK. High impact roadside formats are then plotted against these postcodes and activity in key/priority areas is then up-weighted with a considerable investment in premium formats including high quality scrolling and premier backlit sites. For Spring 2008, the campaign expanded to include impactful T-side and Mega Rear bus formats in London to further raise our profile in this cluttered city environment.
In 2008, we are building on our high profile Outdoor activity with a sponsorship of Lorraine Kelly’s GMTV show LK Today to showcase Matalan’s full fashion range across the year.
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