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At 125-Years Old, Whitcoulls Re-Invigorates Brand With New Marketing Campaign

Contributor:
Fuseworks Media
Fuseworks Media

9 September 2008 - One of the country's most iconic retailers, Whitcoulls, celebrates its 125th anniversary with the launch of a new marketing campaign that brings "A Little Bit Wonderful" to the New Zealand public. Whitcoulls new marketing approach departs from the stalwart retail tactic of continual and repetitive discounting employed by many other retailers. The company will instead focus on exciting and inspiring customers with the product range available at Whitcoulls stores by demonstrating their potential to enrich people's lives.

The new marketing strategy has been informed by a robust consumer research programme undertaken by Synovate Research[1], which shows that New Zealanders love what Whitcoulls sell, but most importantly they love the wonderful every day moments they can create.

The company will continue to offer competitive price points and great value for their customers, but will focus their advertising on the amazing human moments their products enable.

Whitcoulls has played an integral part in creating these special moments for millions of Kiwis since founders George Whitcombe and George Tombs combined their experience in printing, bookbinding and bookselling to establish a business in the late 1800's, which has since gone on to prove the test of time. The new campaign is a bold move that Whitcoulls Sales and Operations Director, Sheryl Green, is confident will succeed in the current climate, "Celebrating the company's 125th anniversary has brought to the fore the strong connection the public has had with the brand for over a century. Current day consumers go to Whitcoulls to not only get a great deal on a book, DVD or stationery item, they come to us to be inspired."

She adds, "From Whitcoulls beginnings as a publisher in educational books to the current day retail operation, the company in essence has been responsible for bringing a bit of wonderful to our lives. This sentiment has formed the basis of our new campaign." Justin Mowday from advertising agency DraftFCB says "Whitcoulls came to us with a clear desire to reinvigorate their brand, and to play a more entertaining part in New Zealander's lives. It's a brave step to shift the advertising focus from the aggressive prices to an emotional benefit for customers. That said, customers tell us what they love about the Whitcoulls brand is the real life moments their products help create, and that's what we've brought to life in the advertising."

Mowday continues "It's great to see a major New Zealand retailer reassess their entire marketing strategy in light of the current economic conditions, and take a decisive step to deliver real results."

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