Myer is an iconic Australian brand, known for offering range and accessibility with the largest department store footprint across the country. Brand equity and affinity are not easily attained nor maintained in a diverse brand arena and Myer are showing strong commitment to holding their brand identity across the marketplace.
Covering a range of price points, trends and in-store brands suitable to the targeted customer, multiple talent shots within the publication helped deliver the ‘Spirit Of the Season’. The publication distributed to a targeted audience of 65,000 Australians and was supported by magazine, social, digital, EDM, print, visual merchandise, public relations and event channels, as well as major sponsorships with the Melbourne Cup. The focus was on Victorian and New South Wales markets, leveraging data around Melbourne Cup Carnival attendees and dress/millinery sales. Supporting content was led by the ‘Face of Myer, Jennifer Hawkins’, and other ambassadors including Rachel Finch, Jodi Anasta and Lauren Phillips. Content was shot with lots of movement, energy and multiple talent to reflect the mood and spirit of the Spring Racing Carnival. All which was supported by a sales incentive offer that was ‘tipped on’ to offer exclusive rewards to MyerOne, loyalty program members.
Strong brand equity build, awareness and frequency triggers from alignment of the synonymous branding of an iconic Melbourne event, the Melbourne Spring Racing Carnival, and Myer were achieved. More critically, in a competitive season of promotional and brand engagement, Myer achieved a 6% sales uplift from the direct mail piece, an outstanding result.
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