Russell Collection Tencel Campaign

Picture our delight when asked by apparel giant, Russell Europe to manage the promotion of their corporatewear brand, Russell Collection for a second year. The main focus for 2008? A new range of formal and casual shirts made from Tencel - a fantastic new fabric - and a first for the company within this market. On touching the fabric we recognised immediately that our first aim for the campaign should focus on putting a shirt into as many potential customers' hands as possible. The material is so incredibly tactile that one feel would be enough. We instigated an extensive sampling campaign and a trade education programme to promote the benefits of Russell Collection Tencel shirts over competitor brands. Did we neglect to mention that this was a pan European campaign which had to be delivered in 5 languages? Feedback on the campaign to date has been great with unit sales for Russell Collection already up on last year.

Russell Europe Projects 1| 2| 3