Madeira Embroidery Campaign – Christmas 2006

Madeira Embroidery, Art for our day-to-day use
The Madeira Embroidery campaign was developed on the basis of values that associate refinement with harmony.  The message is aimed at consuming a product which is positioned in a segment of refinement and quality, concepts that are transferred in the word Art.  But this art of Madeira Embroidery which is implicit as much in the design of our embroidery, as in the handwork of the Madeiran woman, can and should be used in our day-to-day.  The special items of Madeira Embroidery exemplified in our campaign image which shows a special Christmas dinner, are the best example of beauty that only Madeira Embroidery can provide.  In the other images there are items that can be used by different segments of the population in their day-to-day lives. 

With regard to the campaign promotion plan by which the campaign is to be publicised, there is a clear investment in mass/ Above the Line advertising.  In this type of campaign, there is a reinforcement of the presence of networks of posters and revitalization of the campaign promotion plan with a strong presence in the International Airport of Funchal, the insertion of advertisements at the cinemas that clearly is meant to access a younger target population, as well as the use of advertising in the automated teller machine network. 

These new aspects of the campaign promotion plan include pamphlets to be distributed in the centre of Funchal, advertising on Funchal’s busses, decoration of the store window of the Regional Direction of Tourism as well as advertising at popular stores such as the branches of Pingo Doce, Modelo and Sá Supermarkets.

The campaign will also be reinforced by the presence of advertising in twelve hotels in our region. 

To complement this investment in advertising, promotional actions are planned to stimulate sales through discount gift vouchers in the purchase of Madeira Embroidery products.  The vouchers will be handed out at the airport, in the hotels which are associated to this campaign, at the port of Funchal and in the city centre. 

A campaign highlight is a cocktail taking place in the IVBAM Wine Cellars, where Madeira’s gastronomic specialities are to be sampled as suggested in the campaign, as well as tasting of Madeira wine in the Arrivals area of Madeira International Airport. 

The campaign is bilingual, as it is directed at two distinct targets: Madeirans and tourists.  The campaign promotions and messages are directed at all Madeirans without exception, but the special focus is to attract the generation aged 30 to 45.  This target group has a middle-high level buying power, is educated and values historical references and classical values, while however having a contemporary lifestyle. 
The target public is comprised of tourists in the middle-high socio-economic group, of varied age groups, essentially European, with a medium or higher level of education. 

The campaign budget is estimated at € 35.400,00 and is 65% co-financed through the POPRAM III projects, under the auspices of the Plan to Protect and Value Madeira’s Handicrafts.