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By Gillian West, Social media manager

March 29, 2013 | 2 min read

Fashion e-tailer and home shopping catalogue Kaleidoscope has unveiled its SS13 advertising campaign, including a 30”national and regional prime-time TV ad spots.

Created by Direct North, the campaign is centred around the brand’s “Designed to be Different” tagline and will debut on Tuesday 2 April. The advertisement has been designed as part of a wider campaign which aims to increase the reach of the brand to newer audiences as well as tying in with the existing customer base.

Aimed at women aged 50+ Manchester-based buying agency Mediacom North secured advertising slots during ITV’s Daybreak, Lorraine and This Morning to best attract brands target demographic. Regional advertising slots have also been incorporated into the advertising activity to target key hotspots across the UK.

“We chose to work with Mediacom North and Direct North on this campaign as we felt they really understood our brand and in particular our target customer. It is important with our SS13 campaign we really focus on capturing new customers and educating them about our offering whilst also appealing to our loyal customer base.

"The advert really highlights our strong product offering and the fantastic service we offer to our customers,” said offline marketing manager of Kaleidoscope Claire Hodgson.

Sarah Womersley, account director at Direct North, added: “We were excited to be given the opportunity to work with such a well-established brand as Kaleidoscope for their latest campaign. For us, it was important to ensure the campaign highlighted the fantastic offering for Spring/Summer for women within the target demographic and introduce the brand to a new audience.”

The TV campaign will be supported by a range of PR and marketing activity to be handled by the newly appointed PHA Media.

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