The Pier shows its true colours

05 November 2005

National homewares retailer, The Pier, has unveiled a new consumer through the line brand positioning campaign for 2005, that highlights its niche personality within its market and seeks to inspire consumers to express themselves and create an individual look for their homes.

The 'Colour your home in' campaign which features 'colour-by-numbers' style typography within the headline, has been created by Midlands marketing group HRO'C.

As well as the series of high-impact full colour ads in national press and weekend supplements, the campaign theme has been applied to a programme of tactical direct mail pieces, email campaigns and in-store POS, which will run throughout the year.

Marketing Director for The Pier, Fiona Strang, explains: "Recent customer research revealed our uniqueness and individuality is of greatest appeal and what makes us stand apart from other homewares retailers. This campaign is about reinforcing this appeal and inspiring consumers to be different."

Carl Hazard, MD of HRO'C, adds: "2005 is a significant year for The Pier. It is committed to continuing growth, and increased brand awareness will play a significant role in achieving its goals. The campaign needed to work hard to communicate the spirit of The Pier by highlighting its unique market position and offer, as well as consumer perception as revealed by the market research. This year's campaign, therefore, works hard across all applications from national and local press through to in-store and direct marketing material to embrace the colourful personality of The Pier."