luxurious kites for women
• Products: collectable kites for grown-ups. Dignified and graceful flying objects which would be made with western technology and designed by professionals. Category of the IFO is lifestyle and design.
• Competition: There is no company producing sophisticated kites and aiming at ambitious women. The majority of kites at the market are sporty. They do not have any specific target and do not pay attention to visual details (only those for children are designed).
•Competition II: collectable and expensive 'lifestyle' items such as Prada bag or gold jewellery. Gertrude Tedder kites cost around 800£ each and our target audience would usually spend it on their usual statement purchases. We need to convince them that GT will help them create the image of sophistication.
• Target market: Career-oriented females, 25-40 years old, well educated and passionate about life. They love travelling and boarding their horizons. They are interested in culture and up to date with art & design. They enjoy literature, old movies and magazines. They earn well and do not regret spending money on lifestyle.
• THE ESSENCE OF THE BRAND
The attitude that kites are graceful and beautiful. They are not toys but dignified pieces of art.
I decided to make a small launch campaign instead of three different advertisements. All pieces match visually and communicate the same values.
• Objective: to establish Gertrude Tedder as luxurious and passionate.
• Means of action/ strategy: show the truth about the product and brand without literally showing a kite. Communicate values with abstract semiotics, subtly. Show craftsmanship, passion, beauty, strength and luxury. Make a strong connection between Gertrude Tedder and the ambitions of the customers, such as an amazing house or personal strong identity. Make the target identify themselves with the brand and stimulate desire.List dreams/ambitions of the target and put them into the advertising.