Online department store, isme, has continued its partnership with brand ambassador, Lynda Bellingham, for its Autumn/Winter 2012 campaign.
isme has opted for a multimedia campaign to support the brands 62 per cent year-on-year sales growth with its TV advert, directed by Paul Weiland, featuring Bellingham in a variety of outfits and range of scenarios designed to appeal to the brands target market of modern 50+ women.
The retailer has invested £3.7 million in the campaign, which was developed in conjunction with isme’s retained creative agency, Contagious Content.
The traditional media and tactical digital campaigns were booked by Carat and myThings respectively. Advertisements are now set to run across TV, print and digital throughout October, before changing to a more festive treatment from Thursday 1 November.
Head of marketing for isme, Dan Rubel, commented: “Our customers are tired of being spoken to as if they were caricature grandmothers or 30-year olds. They want to shop with a brand that understands them and that appreciates the many different hats they wear on a daily basis.
“In particular, they want fashion that is cut specifically to suit their changing body shapes and that is exactly what our Autumn/Winter ads show them – that isme can deliver everything they need for the women they are now in one place.”