A Christmas mail order campaign for the the Rugby Store, created by Loewy, kicks off with a bumper 40-page catalogue, featuring three England squad members, including star fly half Jonny Wilkinson, on its front cover.
The latest edition carries the a new redesign Loewy applied to the last two catalogues, with elements of Christmas incorporated to give it a festive look and feel.
It appears as an insert in the December issue of Rugby World, totalling an expected readership of over 100,000.
A 12-page gift guide aimed at Christmas shoppers and featuring the store’s best-selling products will be mailed to 50,000 of the RFU’s database from November 5th.
Within the Christmas catalogue, a central pull-out order form is included for the first time. With its own glossy cover it is designed to mirror the look and feel of the main catalogue.
An introduction and contents page gives information on the range of sportswear and equipment listed and their location within the catalogue – another first.
Account director at Loewy, Paul Hewerdine, says, “We hope to excite shoppers with inspiring ideas for Christmas. We’ve taken a customer-centric approach – clear navigation and calls to action guide shoppers easily through the catalogue and create a pleasant shopping experience.
“A two-pronged delivery strategy targeting those who saw the first catalogue with an edited best-seller version aims to add impact to the sales response.”
The campaign is part of a new focussed targeting strategy formulated by Loewy and launched earlier this year; the annual RFU catalogue was replaced with smaller ‘editions’ timed to coincide with highlights of the rugby and social calendar.
It enables a more varied approach and will include mini-catalogues, mailers, postcards, posters and adverts and speaks more selectively to the mix of RFU mail shoppers.