Exclusive by Patrick Avenell
SYDNEY: De’Longhi has this morning released details of its intensive media and advertising campaign to drive consumers to retail stores in the lead up to Mother’s Day.
Senior marketing manager Jason Haskins this morning revealed that both free-to-air and pay TV, and print would be utilised to promote the De’Longhi and Nespresso by De’Longhi range.
The television advertising campaign will run for three weeks, from 19 April to 3 May, the key sales and consideration period for this Mother’s Day. It will be comprised of 30-second and 15-second advertisement, at the start and end of commercial breaks, and will shown on Channels Seven, Nine and Ten, as well as eight selected Foxtel channels.
In addition to this considerable spend, De’Longhi will also be running 12 double page advertisements and 12 single page advertisements in a number of major print titles. These include Sydney Magazine, Melbourne Magazine, Donna Hay, Travel and Leisure, Gourmet Traveler, Vogue, GQ and Marie Claire.
Haskins refused to specify exactly how much De’Longhi was spending in this campaign, but Current.com.au understands it to be a high 6-figure sum. Talking about the coverage this campaign will give to the new Nespresso by De’Longhi Citiz range, Haskins said, “Consumers will not be able to avoid being exposed to the new Citiz range on TV or in magazines with the comprehensive advertising and promotional activity we have planned.”
This level of support is not a novelty for De’Longhi, with the Italian brand’s Australian offices previously running large scale, above the line campaigns at Mother’s Days, Father’s Days and Christmases for the last few years. It is this retail support that has enabled De’Longhi and Nespresso machines to become so popular with coffee machine consumers.
Current GfK figures for the hot beverage category show that De’Longhi achieved a 43 per cent market share for the January 09 month. The second best supplier in this category, based on market share, is back at 18 per cent.