Marketing: Plymouth targets consumers

A £2 million summer marketing budget will fund Plymouth gin’s first consumer marketing activity. The spend
is part of a recent £15 million investment into a new brand strategy for Plymouth planned for the next five years.

Encouraging consumers to enjoy gin at home and in their gardens, the campaign was launched at the 2006 Hampton Court Palace Flower Show. It will include sampling at garden centres and gardening shows.

The consumer campaign will begin this month, featuring press, outdoor and on-line advertising to market Plymouth as “the world’s smoothest gin”.

This new campaign replaces Plymouth’s traditional focus on sailing, and is in line with the brand’s recent repackaging.

© db August 2006