China-based luxury fashion brand Ports 1961 is to unveil a two-week Outdoor Advertising campaign focusing on brand awareness and promotion of their spring/summer 2012 collection to their predominately Chinese audience.
Out of Home International are behind the media planning and buying of the digital and traditional Outdoor Advertising. The campaign will feature a digital catwalk on the world famous Piccadilly Lite showcasing Fiona Cibiani’s trouser suits and shift dresses in icy white, coral, taupe and watermelon orange.
The advertising will launch on Chinese New Year, Monday 23rd January ahead of the Chinese New Year celebrations in the capital when London will welcome the Year of the Dragon with a parade and festival on Sunday 29th January.
Out of Home International took the brief and planned the advertising to effectively reach and engage the target audience.
Outdoor Consultant Laura Rigby at OOH International specialises in fashion clients and recommended the digital Piccadilly Lite screen due to its creative flexibility, iconic stature and location in relation to the Chinese New Year parade. Ports 1961 took the opportunity to display their catwalk in 30 second spots over a two week period.
The digital catwalk will be supported by traditional Outdoor Advertising with light boxes featuring in Heathrow’s Terminal 3, the second largest terminal in the Airport which is a hub for leading airlines with a focus on China, Asia and the Middle East. Advertising in Terminal 3 offers high dwell time and is a key location for targeting influential and wealthy foreign visitors arriving into and departing from the UK as it holds Heathrow’s highest foreign leisure profile at (37%) with 44% being AB consumers.
The creative work for the advertising was created by Ports 1961’s internal agency and features key pieces from the SS12 collection.