Burgess – Brand Relaunch
Burgess Department Store underwent a major refurbishment and brand refresh in 2009, to mark its 170th anniversary. Our challenge was to develop a campaign to ‘roll out’ and communicate the revised and refreshed Burgess identity and repositioned product offering, in a way that engaged and enthused existing customers, ‘won over’ non customers and made an unaware target audience aware of the store and its product offering.
We developed a customer magazine, called Spotlight on Style, which showcased the scope of the offering the store provided across all its departments in a stylish and magazine style way, to appeal to the target female reader. The distribution plan included activity targeted at the 3 above mentioned target audiences – a personalized loyalty mailing to VIP customers, instore distribution, a distribution arrangement with selected local hotels and businesses as well as an insert run in a Saturday edition of The Irish Independent.
Response was immediate and strong, measurable by customer feedback, email entries to competition, footfall to the store, direct product enquiries and strong sales of items specifically featured in the magazine. Indeed, such was its success that we managed the production and print of the 6th edition in Spring Summer 2012.