Madeira Embroidery Campaign – Christmas 2007
At a stage at which the image of Madeira Embroidery is associated with a tradition that is becoming disused, this campaign aims to reposition that image, projecting concepts of the utility of Madeira Embroidery showing that the refinement and tradition of Madeira Embroidery can be rediscovered and adapted to more contemporary lifestyles. In this thinking there is valuation of the emotional differential of the brand, namely at the level of quality and exclusiveness of the product which is already part of the subconscious of all Madeirans and should be oriented in the sense of acquisition and assimilation of the new concepts associated with this product.
Directed as much to those who already know Madeira Embroidery, as to those who have never heard of this product, this campaign aims to transfer the same concepts mentioned above, of refinement and harmony of a handmade product, which is able to adapt itself to the tastes of the present modern society where tastes are also global.
Refinement, harmony and luxury are the aesthetic concepts that this campaign aims to highlight.
The message to the end consumer is oriented to the consumption of a desired product, which is positioned in a segment of refinement and quality. This art of Madeira Embroidery that is implicit as much in the design of our embroidery, as in the handwork of the Madeiran woman, can be used in modern decorative environments of good taste.
In this campaign four different settings were created focussing on the four main areas of the Madeira Embroidery product: table, bedroom, bathroom and children’s clothes.
All of the settings were seen as part of the Madeira landscape, creating a parallel between the lush green of our Laurissilva, and the most ostensible luxury, or more discrete, of our items of embroidery and of our creativity. This same nature is also the inspiration of the Madeiran artists, designers who seek form and movement mirrored in the fabulous works of our designs: Madeira Embroidery inspired in Nature. The result of this fusion between Nature and Madeira Embroidery are pretty environments, some for special occasions, others for everyday life.
In this campaign the images speak for themselves. The absence of slogans is because this is a product with a strong aesthetic component which appeals essentially to the sense of sight. The target public of this campaign will be able to formulate their own slogan, its appreciation, by means of the impact caused by various images.
Revisiting tradition and adapting it to our time is also the message to be transferred.
The campaign is directed to all Madeirans without exception, but it is particularly aimed at attracting a relatively young generation (the 30 to 45-year age group) who have a special taste for beauty, middle to high income, well educated and who value historical references and classical values but with a contemporary lifestyle.
Despite aiming at both sexes, it is essentially the woman who makes the decision to purchase this kind of product, which is why the conception of the campaign was specially created with the female gender in mind.
The target public comprised of tourists is in the middle-high socio-economic group and of varied age groups, essentially Europeans with a medium or higher level of education.
Campaign promotion plan and actions:
- The means of communication used in this campaign were focussed on out-of-home posters produced by “Publiabri” and “Liberal”, in the Forum area, with a higher incidence in Funchal and posters in the municipal areas of the Autonomous Region of Madeira;
- In the aim of impacting visitors arriving in Madeira, leaflets will be distributed during in the second fortnight of the month of December, in the Port of Funchal and airport, for a period of 133 hours, showing Madeira Embroidery gift suggestions.
- Mailing to 1 300 contacts on data base with gift suggestions for company clients.
- Live exhibition of the Madeira Embroidery campaign in the Dolce Vita shopping centre during the full month of December, on the 2nd
Floor of the shopping centre.
The Madeira Embroidery campaign was only possible with the collaboration of the following partners who IVBAM would like to thank for their collaboration: SPAL; MJR DECORATIONS; ESTOFADORA DECORATIONS; DOLCE VITA; BANHO MARIA and DD ART.
The campaign budget is calculated at approximately € 28,316.83 and is co-financed by PRIME and POPRAM projects, 65% under the scope of the Plan to Protect and Value Madeira Handicrafts and the Madeira Embroidery Internationalization Project.