EXCLUSIVE: Pandora plans primetime TV ad campaign

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Jewellery brand rolls out massive consumer campaign during October.

Pandora is planning a blockbuster television advertising campaign intended to boost sales for jewellers in the run up to Christmas.

Maria Hojgaard, retail marketing manager for Pandora, told Professional Jeweller exclusively that the campaign, in which the company has invested a “six-figure sum”, will launch in October across ITV, Channel 4, Five and Sky.

“The advertisements will go out in primetime slots alongside some of the country’s best loved programs,” Hojgaard disclosed, without elaborating.

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The exact storyline of the adverts remains a secret, but they will use the “Moments in time” concept to promote Pandora charms.

Channel 4 will broadcast the most adverts thanks to its younger demographic. Twenty-somethings have fuelled the explosion in sales for charms in the UK over the past three years.

Print and outdoor advertising is also being planned, particularly local campaigns in areas that have Pandora-branded stores. Billboards and local newspapers and magazines will promote new Pandora lines including rings and watches, which were introduced to retailers during a launch event in Monaco this month.

 

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