UK. Clogau has launched a new “˜lifestyle’ marketing campaign called “˜Touch’ – a first for the Welsh jewellery brand.
Clogau Managing Director Ben Roberts explained: “Touch is a campaign that embraces everything Clogau has come to represent. Firstly to its loyal brand advocates and more recently to a new wave of consumers who seek jewellery that serves the dual purpose of beautifully crafted accessory and tangible expression of emotion.
“The word “˜Touch’ is taken from our brand proposition line “˜Fine Jewellery with a touch of rare Welsh Gold’. The idea evolved from the story behind our new television advertising. This came from evaluating the past, present and possible future, consumer perceptions of the brand and concluding that our pieces of jewellery are touchstones of the memories and experiences that shape our lives.
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Clogau’s new “˜Touch’ campaign, shot by fashion photographer John Oakley, marks “the beginning of an incredible marriage of elegant jewellery, stunning scenery and beautiful models” such as Jessica Price and Lucy Whitehouse |
“It wasn’t immediately obvious until we put the advertising animatic together, that all of these memories involved touching. Whether it be that the wearer simply touched the jewellery to evoke a memory linked to that particular piece, or even gently sliding a wedding ring on to a new bride’s finger, it all involved touching. We know that Clogau jewellery is most often bought to mark the most important events or milestones in life and we believe the new campaign reflects this.”
The campaign was shot by fashion photographer John Oakley, whose work includes campaigns for Basia Zarzycka and Gossard, and features model Jessica Price and Miss Wales 2009 Lucy Whitehouse. The shoot took place in the rooms and gardens of 17th century Bodysgallen Hall, a Grade 1 listed building in Conwy.
“˜Touch’ advertising will hit stores and consumers from the start of September.
Roberts added: “We will be launching our best catalogue to date, fabulous in-store imagery and our new retail concept. This, in tandem with cohesive retailer and direct marketing activity, will help to drive Clogau’s success through the key Christmas period and beyond.”
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