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Silentnight press advertising campaign for Pocket Zing range

Bed manufacturer Silentnight has launched a press advertising campaign to promote its range of Pocket Zing beds, featuring photography by creative production studio, Hangar Seven.

The campaign began this week with a series of full page adverts across 11 national home interest and women’s interest titles featuring imagery by the Cheshire-based studio.

The advertising is being supported by a PR campaign, created by Brazen PR, featuring model Kelly Brook. Media is being handled by Feather Brooksbank.

Amanda Jones, marketing director for Silentnight, said: "We have created fresh, sophisticated lifestyle photography as the main focus of our new press campaign to reflect both the PocketZing brand and product's attributes.

"The image-led adverts, that have been shot by Hangar Seven and artworked by Chris Gaffey, show how great imagery and creative work together to build an impactful advert. The advert reinforces the product's luxurious positioning as well as its 'fresh, zingy' brand identity and the health credentials of the Purotex cover with friendly bacteria that can help to reduce moisture and allergens."

Having previously favoured location shoots for lifestyle photography, Silentnight was persuaded to choose room set photography for the campaign.

Matt Griffiths, Hangar Seven's director of photography, said; "We specialise in making sure the rooms we create support a brand's retail strategy in terms of replicating the sort of aspirational environments you normally only find on location and that appeal to a product's target market. Attention to detail is at the heart of everything we do, from props and architectural detailing to realistic lighting."

Some of the new photography also features on Silentnight's website and will be used in a trade advertising campaign.