7 November 2007
Jessops is focussing on images as part of a £1m brand re-launch that aims to reinforce the company's passion for, and association with high-quality photography.
The new campaign features inspirational images showing different aspects of photography - sports, nature, landscape and portrait - with a caption that reaffirms Jessops' position as the UK's number one photographic retailer.
It also underlines the company's key brand proposition - to provide a wide product range alongside impartial advice from expert staff.
To ensure maximum appeal to Jessops' wide target audience the campaign features three main images a humorous portrait of a young boy, a vivid close-up of a ladybird, and a stunning action shot of a mountain biker.
High-quality photography was chosen as the focus because research showed consumers were motivated by what they could achieve with a good camera and good advice.
The high-profile campaign is being employed across more than 2,200 poster sites throughout the UK to give the images large-scale exposure and maximum impact.
In addition, the campaign will be used to appeal to different sections of the market through targeted placement in lifestyle and hobbyist magazines. Advertisements will appear in leading photography, travel, nature, film, music and sports titles, as well as in national press supplements.
Brian Linnington, Marketing and E-commerce director at Jessops says: "Photography is our passion and so the focus of our brand re-launch is to distinguish us from competitors who are not specialists in photography. The campaign is the first of its type for Jessops and focuses on what can be achieved with the right equipment and the right expert help.
"When purchasing photographic equipment people want the best quality they can afford. That's why we employ 2,000 expert staff to assist people in making the right choices, so that the images they take can be enjoyed for years to come."
The campaign was created by Jessops' creative agency TBWA\Manchester, with media planning by Universal McCann.