HobbyCraft plans £2.3m TV ad campaign

Arts and crafts supermarket HobbyCraft is spending£2.3 million on its biggest ever TV advertising campaign.

The adverts will appear on ITV, Sky One and selected cable and satellite channels, and will be supported by a regional press campaign and leaflets. The 20- and 30-second ads will air from the middle of this month.

HobbyCraft is also trialling a new look for its chain of 19 stores. Its outlet in Newport, Gwent, has been chosen to pilot the revamp. HobbyCraft marketing director Gill Thomas said: 'The whole interior look has changed. We have reinforced the different departments using colours and graphics, to make it easy for customers to get around.'

Thomas said the pilot project would be assessed before a decision is made on rolling it out to the other 18 outlets.

The company is still seeking new sites and is about to sign its 20th store in the UK.