The largest independent bathroom e-tailer in the country (and one of the top five bathroom retailers in the UK), the Yorkshire-based brand has enjoyed a significant growth in sales and is on target to achieve £25m for the financial year. Its first investment in above the line advertising is expected to assist in its ambitious growth plans over the next two years.
Launching on Monday 1 October, the 30-second spot ads will run for four weeks during peak-time viewing across a range of terrestrial and digital channels, including ITV1, SKY and Channel 4 Digital. The six-figure campaign forms part of Victoria Plumb’s overall investment in its aggressive marketing strategy, which will continue into 2013.
The advert features a luxurious, stylish bathroom and emphasises the quality and design of the Victoria Plumb range, as well as the strong price points that the brand is known for. It showcases best-selling lines from the range, closes with the strapline ‘Always Low Prices’ and announces the sale running until 31 October.
Sam Jenkinson, marketing manager at Victoria Plumb, says: “We are launching our first TV advertising campaign as a major step forward in our ambitions for the brand. As well as raising our profile, we are reaching out to a new audience to attract new customers by presenting stylish bathroom options at very competitive prices.
“Our bathroom collections have a very broad appeal, but many Victoria Plumb shoppers are female homeowners over the age of 30, so both our existing and new customers will identify with the advertisement’
“We have invested a six-figure sum in the TV advertising alone and we expect it to boost sales over and above the very strong double-digit increase we have recorded year-on-year. We operate in a highly competitive marketplace and in tough economic conditions, yet despite this, we are in a period of growth and our investment in TV will build on this and consolidate our position in the sector.
“The new campaign will be a strong platform to drive the company forward to become the nation’s online bathroom retailer of choice.”
Underpinning the success of the TV advertising is additional offline marketing activity, including print advertising across national newspapers and consumer home interest press and flyer inserts. Victoria Plumb has also invested in its first consumer product brochure to help convert web traffic into orders.
The TV creative was designed by Principles Agency, Leeds, with Carat responsible for media buying.
Victoria Plumb bathroom suites and accessories are available to purchase online at www.victoriaplumb.com.