Priceline campaign launched with new TVCs

Priceline pharmacy has launched its annual 30 Days of Fashion and Beauty campaign in partnership with Bauer Media this week and includes television advertising for the first time.

The announcement:

September marks the start of Priceline Pharmacy’s biggest marketing campaign, 30 Days of Fashion and Beauty, partnering with Bauer Media as a diamond sponsor for the seventh year in a row.

This year, the campaign will see Priceline’s 360 stores turned into ‘Australia’s Biggest Beauty Playground’. Beginning this week, the month-long campaign will be supported by a metro and regional television campaign for the first time, running throughout September.

General Manager of Marketing for Priceline Pharmacy’s parent company API, Mark O’Keefe, says the campaign aims to reinforce Priceline Pharmacy’s leadership in the beauty category by aligning with key beauty opinion leaders and magazines.

“This is a campaign we’ve been proud to support since its inception seven years ago. Across the entire month of September we connect with millions of Australian women across multiple platforms – be that through special events around the country, in-store promotions and beauty workshops, or special catalogue offers.

“This year, we have Australian beauty Jesinta Campbell on board as the Ambassador for the campaign. Jesinta will help bring the campaign to life and complement our supporting metro and regional television advertising campaign, which is a first for us this year,” added Mr O’Keefe.

The television campaign features a mixture of 15 and 30 second brand advertisements that will promote Priceline’s ‘Australia’s Biggest Beauty Playground’ message and drive sales through key catalogue offers.

In addition to broadcast advertising, the campaign will be augmented by in-magazine advertising including “The Summer Beauty Guide”, tipped on the outside back cover of The Australian Women’s Weekly, Cosmopolitan and Shop Til You Drop. Adding to the calendar will be a series of Beauty Editor in-store events, ‘how-to’ videos on digital channels and support across Bauer titles with digital, social media and marketing.

A key date on the 30 Days calendar will be Thursday September 12, when Priceline Pharmacy asks women of Australia to ‘bare their natural beauty’ and skip applying their makeup in the morning to raise money for The Priceline Sisterhood charity, Look Good… Feel Better.

Sydney’s Martin Place will become a life-sized beauty playground for the day, with Priceline and Priceline Pharmacy stores across the country also taking part.

For further information on 30 Days of Fashion and Beauty, visit www.priceline30days.com.au.

Source: Res Publica press release.

Priceline 30 days of fashion and beauty

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