DIYWEEK.net

Online luxury bathroom retailer Victoria Plumb will be hitting TV screens next week with its first television advertising campaign.
It comes off the back of significant sales growth for the Yorkshire-based brand, and it's now on target to achieve £25m for the financial year. It is hoped the investment in above the line advertising will assist ambitious growth plans for the next two years.

The 30-second spot ads launch on Monday, October 1, and will run for four weeks during peak-time viewing across a range of digital and terrestrial channels including ITV1, Sky and Channel 4.

In a move similar to home improvement giants Homebase and B&Q, the ad campaign aims to appeal to the female market. "Our bathroom collections have a very broad appeal, but many Victoria Plumb shoppers are female homeowners over the age of 30, so both our existing and new customers will identify with the advertisement's central female character," said Victoria Plumb's marketing manager Sam Jenkinson.

"We have invested a six-figure sum in the TV advertising alone and we expect it to boost sales over and above the very strong double-digit increase we have recorded year-on-year. We operate in a highly competitive marketplace and in tough economic conditions, yet despite this, we are in a period of growth and our investment in TV will build on this and consolidate our position in the sector."

Underpinning the TV advertising is additional offline marketing activity, including print advertising across national newspapers and consumer home interest press and flyer inserts. Victoria Plumb has also invested in its first consumer product brochure to help convert web traffic into orders.