As Matalan only exists in retail parks, the campaign, which runs until January 2014, was created in-house by the Bauer Access team to provide a window to the high street for Matalan through Closer and ITV. Using Kat Byrne, Style Editor of Closer, Bauer created a property - ‘Kat’s Fashion Closet’- to help showcase Matalan product ranges, deliver the ‘Matalan Fashion Sense’ message and provide editorial endorsement. The campaign has three elements consisting of TV, online and in-magazine creative.
The TV and online element sees Matalan run unique ‘in-programme’ sponsorship during ITV’s This Morning. A 30 second advertorial has been created for sponsorship of the show’s fashion segment, featuring content from the weekly online TV show ‘Kat’s Fashion Closet’ and directing viewers online to Matalan’s ‘Fashion Sense’ channel. Here they will be encouraged to watch the full three minute webisode version, where viewers can buy featured products directly from the content.
The campaign also sees Matalan run weekly advertising in Closer magazine, curated by the in-house Closer editorial and creative teams. The variety of creative executions, including barn-doors, gatefolds and inserts, showcase the latest trends, provide top fashion advice and highlight Matalan’s clothes on offer that week.
In addition to this, a weekly in-magazine editorial page entitled ‘Kat’s Fashion Sense’ will provide readers with Kat Byrne’s round-up of what is hot on the high street, including a selection of Matalan products, as well as style tips and fashion advice.
The campaign aims to drive deeper understanding of the Matalan brand and communicate the retailer’s belief that great value does not have to lead to a compromise on quality, design, range or experience. It will also address the issue of 'visibility' for the out of town retailer through consistency of media presence.
Lillian Betty, Strategic Communications Director, Bauer Media said: “We are delighted with this project. The partnership Matalan has formed with Bauer Media certainly reflects how like-minded businesses with shared goals can create new conversations with consumers that inspire, entertain, engage and ultimately generate positive actions for all parties.”
The campaign was brokered by Lucy Banks, Executive Creative Director, Bauer Media.
