The new Artline campaign, created by newly-appointed advertising agency Little Giants, follows an extensive review of the brand's previous positioning and advertising.
“Building on the brand's strong credentials and market position, Artline’s new strategy is to demonstrate the strength of range and quality that has produced market-leading products in the writing category over the last 45 years,” said Pelikan Artline marketing manager Rebecca Masroua.
“The 'Things flow better with Artline' positioning is designed to articulate the broad product range and aggressive new product development of the Artline brand portfolio,” she said.
“With the latest exciting releases across Artline Edit Correction range, Artline Vivix Highlighters and our aptly named Artline Flow pens, it is important that the brand message reflects our strong brand attributes of quality, functionality and design right across our entire range.
The strategy demonstrates that no matter what the occasion, Artline has a product that will help things flow better. This notion is intrinsic to Artline products, therefore establishing a long-term platform for the brand into the future,” Masroua said.
Artline has planned a national media campaign headed by a new 30-second TV commercial and supported by print advertisements in magazines and online. There is also a new Artline website (www.artline.com.au) and social media strategy (supported by Facebook).
The campaign launched mid-January on channels 10 and 7 and digital channels with the new ads appearing during television shows targeted at females aged 28 to 50 years old.
Print ads will feature in magazines such as Better Homes & Gardens, Who, New Idea and That’s Life, with online activity on Nine MSN and Yahoo. This campaign ran through the back-to-school and back-to-work periods.
“The up-coming media campaign continues the long-term support of the Artline brand in the Australian market,” Masroua added. “Artline is a heritage market-leading brand in the stationery industry, and it is important to constantly grow the brand into new categories. The focus is on engaging the consumer across all levels of media and in-store and is designed to increase the Artline brand profile and sales opportunities for our customers.”
