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Mothercare ‘’ poster

Agency: St Lukes

Client: Mothercare -
Mothercare have launched a new in-store promotional poster campaign to promote the mother and baby social networking site

A total of 219 Mothercare stores across the UK, Scotland and Northern Ireland will support the site by carrying striking posters promoting awareness of the site with the view to attracting more members and traffic.

Featuring a baby held in the palm of his mother’s hand with a ‘This Way Up’ stamp on his back, the posters were designed by St Lukes Communication to convey the message that is at hand for new parents, providing advice and support in a cohesive online destination.

Posters will have prominence in-store for a minimum of six months, with a refreshed burst of activity planned at that point.

Partnering the poster activity, will be an incentivised registration drive to encourage new members for the site.

Communicated by way of a leaflet drop in each customer’s bag, parents will be encouraged to sign up to to create their own network of other mums and mums-to-be, joining groups with others in their local area or similar stage of pregnancy to share photos, messages, articles and information.

New members who join via the Mothercare promotion in the first two weeks will also be in the running to win £200 in Mothercare vouchers, with winners to be selected at random. will also be promoted in both Mothercare and Early Leaning Centre catalogues, as well as the Mothercare magazine.

Mothercare Chief Executive Ben Gordon said: “ is a natural extension for Mothercare, as it leverages the expertise and authority of our brand to reach a broader spectrum of customers when they need advice most – in their own homes.

“To now have an in-store presence for gurgle provides a synergy that few of our competitors can offer. It provides us, as a retailer, with a chance to truly engage with our existing loyal customers on a deeper level, via a new forum – it’s the future for the retailing sector and we’re proud to be blazing the trail.”

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