Beaverbrooks ad push goes local

Privately-owned jewellery chain Beaverbrooks will exploit local media campaigns to heighten brand recognition among southern shoppers as it pushes beyond its northern heartland.

The technique will be adopted for Beaverbrooks' debut in Basingstoke later this month and for other southern openings, such as Romford.

The Beaverbrooks name is well known in the North and Midlands, but managing director Mark Adlestone said bespoke local campaigns are necessary elsewhere.

'The prompted recognition of our brand is as high as Coca-Cola (in the North) at more than 98 per cent,' he said. But blank looks were more common among shoppers in the South.

The Basingstoke campaign will feature a local radio competition requiring people to go into the store to participate. Local campaigns piloted in Croydon boosted recognition from 37 per cent in 1997 to more than 60 per cent this year.