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Midori mounts £1m marketing campaign with Turn Key

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By Gillian West, Social media manager

August 14, 2013 | 2 min read

Midori has engaged Leeds-based integrated marketing agency Turn Key for the launch of a £1m campaign.

Following a pitch at the beginning of the year Turn Key was tasked with creating the concept, design and strategy for the consumer-facing campaign, having previously worked with the brand on a campaign targeting bartenders and the drinks trade.

““It was great to work with an agency that understands the sector and our brand so well. We’re really pleased with the strategy developed by Turn Key and how well the creative engaged with our consumers in testing so we’re sure the campaign will be a huge success,” commented Catherine Meardon, European brand manager at Midori.

The ‘My Midori’ campaign aims to encourage drinkers to find their favourite way to enjoy the liqueur. A bespoke microsite offers suggestions for ways to try Midori with mixer and cocktail ideas.

The visual aspects of the campaign, designed by Turn Key, will now be displayed across the North and South East of England on bus stops, posters and billboards as well as at supermarkets, bars and online. Social demographics and sales figures were used to identify the best regions for the company to focus on, with two bursts of advertising – August and October – running.

Turn Key MD, Nik Entwistle, added: “It’s a highly competitive market and so this wasn’t just about the creative alone, it was about understanding the sector and knowing the best regions and locations to place Midori’s advertising spend in order to produce the best return on investment. We’re confident that our strategic approach will help them achieve that over the coming months.”

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