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.

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