Damart unveils TV ad campaign to promote clothes ranges and ‘change mindset’ of customers
Damart, the online fashion brand aimed at older women, is to launch a UK TV ad campaign as it looks to attract a generation of new customers.
The adverts will air across a range of channels including ITV, Channel 4 and Channel 5 for six weeks from 30 September and feature products from Damart’s Autumn/Winter collection featuring the strapline, ‘Damart, the art of feeling good’.
Damart’s marketing and e-commerce director, Phil Anderson said: “Many of our target customers, whilst they recognise the brand, don’t fully appreciate the quality and range of styles we have to offer the 55 plus year old. This ad campaign is part of our wider marketing strategy to change that mindset.
“The campaign builds on the success of our very first foray into TV advertising earlier this year and will target more channels over a longer period. And this time we’ve produced two different adverts, one focussing on Autumn and the other Winter which we can change to suit the weather.”
The advert, which shows three models enjoying everyday life, was produced by Equinox.
Damart worked with MediaCom to develop the ad strategy and to target key channels and programmes throughout the day.