Thomas Finest Wedding
The Finest Campaign in the Country
Background
Thomas Jewellers is an iconic institution in the retail landscape, a family business that has survived and thrived for 125 years in Melbourne and regional Victoria and NSW. Recently, we have rebranded the business as THOMAS, and narrowed the focus of the business to position the brand as the home of the best quality jewellery in regional Australia.
Strategy
Our strategy behind the new era of THOMAS has seen the business shift from being a ‘generalist’ store where jewellery was one of many product lines (watches, luggage, giftware etc), to a boutique destination that is now a magnetic and romantic jewellery specialist, one that offers the finest diamonds in the country in an environment befitting of the quality product.
Solution
Featuring a new brand ambassador, Olivia Rogers (Miss Universe Australia 2017), a new multi-channel campaign to reposition the brand has been created and launched. The cornerstone is an innovative, engaging promotion where one lucky couple can win the ‘finest wedding in the country’ where their special day is totally taken care of. The campaign has already been featured in B&T and Best Ads on TV
Awards
Gold – Marketing: Sales Promotion (2018 Melbourne DRIVENxDESIGN)
Gold – Advertising: Outdoor, Retail, POS (2018 New York DRIVENxDESIGN)
Gold – Marketing: Sales Promotion (2018 New York DRIVENxDESIGN)
Silver – Marketing: Film, Video, Viral (2018 Melbourne DRIVENxDESIGN)
Silver – Marketing: Sales Promotion (2018 London DRIVENxDESIGN)
Silver – Marketing: Film, Video, Viral (2018 London DRIVENxDESIGN)
