Madeira Embroidery Campaign - Christmas 2008
Madeira Embroidery Christmas Campaign - 2008
Madeira Embroidery … what poetry!
The purpose of this campaign is to promote the image of Madeira embroidery as a refined, stunning and contemporary product. Rather than purely directing to an appeal to purchase, the campaign fosuses on transmitting the underlying values of the embroidery: refined, luxurious, poetic and artistic.
Its target are all Madeirans, especially women between the ages of 25 and 70 as well as tourists who visit our island, and professionals of the regional, national and international textile industry. This image will be used for other events and at other times of the year besides Christmas and the regional market.
The spotlight of this campaign is the product itself. Unlike previous campaigns that presented situations of context and the integration of the pieces in their decorative environments, this one is more conceptual and geared towards concepts of beauty and poetry.
The image highlights the significance of the Madeiran Embroidery in relation to its authenticity, purity and beauty. The embroidered piece is the core of the artist’s creation - the creation of a scenery in which the key word is poetry. The beauty of a woman and of the embroidery complements one another.
The channels used were: advertising panels in Funchal and in all other Municipalities in Madeira; distribution of flyers at the airport; Christmas mailing (postal); Christmas suggestions using Madeira embroidery in the site www.bordadomadeira.pt The Christmas suggestions were made in partnership with professionals of décor stores.
This campaign, which will take place between the 3rd and 31st December, was produced by the Promotion and Artistic Division team of the IVBAM with photography by Henry Seruca Photography.
The campaign is part of the project of Protection and development of the Regional handicraft co-financed at 65% through the Multi-fund Operational Programme, a total of €12.114,24.