Bonprix launches first ever TV sponsorship campaign
Online and catalogue retailer Bonprix has launched its first ever TV sponsorship campaign, working in partnership with entertainment channel TLC.
Bonprix, the Otto Group-owned division of Freeman Grattan Holdings, is sponsoring weekday primetime shows on the channel throughout November and December.
The move towards channel sponsorship comes as part of the brand’s on-going TV strategy which has seen it make six-figure investments into direct response television campaigns in the autumn of 2012 and during September 2013.
The eight week sponsorship campaign will feature a series of five, 10 and 15 second idents alongside popular shows such as Here Comes Honey Boo Boo, Cake Boss and Oprah’s Next Chapter and showcase items from the brands autumn/winter 2013 womenswear range.
Never Miss a Retail Update!Britta Bahlmann, Bonprix business unit director, said: “As a brand which cut its teeth in the catalogue business before making the transition online, we’re acutely aware of the need to move and grow alongside our customers. TV advertising plays a key role in our above the line marketing strategy and allows us to talk to consumers across the full spectrum of media.
“This channel sponsorship is a natural progression of that investment into an enhanced TV profile and one which we hope will pay dividends for bonprix. The natural synergy between the bonprix brand and TLC’s audience was self-evident and its core audience of ABC1 females are exactly who we’re trying to reach.”
