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PRINGLE OF SCOTLAND – HOW WE HELPED REPOSITION AN ICONIC FASHION BRAND

OUR CHALLENGE
LUCHFORD APM WERE BROUGHT ON BOARD BY PRINGLE OF SCOTLAND AS A PAN-EUROPEAN LEAD AGENCY IN 2008. OUR BRIEF WAS TO DEVELOP AND RUN A DYNAMIC CAMPAIGN TO HELP RAISE AWARENESS OF THE RE-POSITIONING AND EXTRAORDINARY GROWTH OF THE PRINGLE BRAND AND TO MARKET BOTH THE MEN’S AND WOMEN’S COLLECTIONS AND ACCESSORIES AS WELL AS THE NEW CONTEMPORARY RANGE, PRINGLE 1815.

OUR SOLUTION
OUR APPROACH WAS TO LEVERAGE THE PRINGLE CREATIVE TEAM – IN PARTICULAR CREATIVE DIRECTOR, CLARE WAIGHT-KELLER – AS MUCH AS POSSIBLE IN ORDER TO CONVEY THE CREATIVE VISION OF THE BRAND AND TO RAISE THE PROFILE OF THE COLLECTIONS, PRIMARILY AMONGST TOP-TIER LIFESTYLE AND DESIGN OPINION-FORMERS. DURING THE CAMPAIGN PERIOD, WE WORKED CLOSELY WITH THE IN-HOUSE TEAM TO MANAGE ALL ASPECTS OF EXTERNAL COMMUNICATIONS, FROM CORPORATE PROFILE AND PRODUCT PLACEMENT TO CELEBRITY/VIP DRESSING OPPORTUNITIES AND SPECIAL EVENTS.

OUR IMPACT
IN THE FIRST 6 MONTHS OF THE CAMPAIGN, WE SECURED 262 PIECES OF COVERAGE, 77 OF WHICH WERE FEATURES AND NEWS PIECES. IN ALL, THE CAMPAIGN ACHIEVED AN ADVERTISING VALUE EQUIVALENT OF OVER £1.7 MILLION OVER OUR 2 ½ YEAR ENGAGEMENT.

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