Bravissimo has revealed it is set to launch a bold new campaign in March 2013 in order to educate women on how a good looking bra should look and feel.
The integrated, month-long campaign, entitled Boob School, coincides with the 100th anniversary of the bra’s creation. The initiative will actively promote the retailer’s free bra fitting service, targeting women aged 25-55, size D cup and above.
Activity is set to include web micro-site, online advertising, in-store activity and a Facebook app designed and managed by Liquid, which will go live on Monday 4 March.
Local and national PR will also be running with national PR handled by Manchester-based Trumpet PR.
Natasha Hatwell, marketing communications at Bravissimo, commented: “We want women to feel brilliant about their boobs and a correctly fitting bra goes a long way towards that. Boob School is a fun campaign that we hope will engage a wide range of women, create an online buzz and help us promote our excellent bra fitting service.”