Firebox raises Xmas ante with press ad drive

Online retailer is planning a Christmas offensive that will include a national advertising campaign.

The gadget, game and gift e-tailer is taking insertions in national newspapers and monthly periodicals, including T3 and Maxim later this year.

This week, kicked off the strategy with the launch of a 34-page catalogue to its 250,000-strong customer database. With a total print run of 1.3 million copies, its reach will be five times greater than last year.

According to head of mail order Mark Drummond: 'The catalogue has been targeted to generate about 20 per cent of our Christmas turnover.'