- Background
- Objectives
- Campaign
- Results
Regional TV advertising
Wedding Belles is an independent bridal boutique in Bridgend, Wales. A fire in January 2007 resulted in damage to stock and the boutique was forced to close for several months for refurbishment. This had a detrimental effect on the business and after a couple of months of trading following the refurbishment, business was still slow. The owner decided it was time to take action and promote the re-opening.
- To increase awareness of the refurbishment and reopening
- To raise Wedding Belles’ profile in the ITV Wales region
- To achieve standout in this strong, growing sector
- To increase sales
Previously, Wedding Belles had relied on press and radio advertising, but on this occasion it wanted a more powerful and immediate way to reach and communicate with potential customers. So, the boutique decided to take its first step into television advertising with ITV1 Wales, selecting a basic package of 25 20-second spots which went out across a seven-day period in January 2008.
The campaign achieved 103.08 TVRs, an average of 4.12. A total of 870,618 adults saw the commercial at least once and 185,470 saw it four or more times (source: BARB/Infosys).
"We’d used other media before, but none had generated a response like this. People travelled from all over Wales to visit us; someone even came from Aberystwyth – 100 miles away!
"The most important thing was to establish the fact that we were open again after the fire, and I’m really pleased now that business is back to normal. I’d have loved the campaign to go on for longer and will definitely be working with ITV again in the near future."
Ellen Barker, owner, Wedding Belles
Advertising on TV raised the boutique’s profile dramatically and generated a huge amount of interest. The commercial reached a wide audience and had a great impact on the business.
The campaign helped Wedding Belles put itself firmly back in the minds of its target audience and proved an effective way to launch its 2008 marketing campaign. After years of relying on press and radio, Wedding Belles is now reconsidering its strategy and is keen to use ITV again in the near future.