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FMBX News
Posted: Apr 21, 2011
Royal Wedding trees from Victorinox and PD3
Pd3, the experience-led creative agency, is set to launch a campaign for Victorinox, the global luxury Swiss brand famous for creating the original Swiss Army KnifeTM, to celebrate the Royal wedding of William and Catherine.
Victorinox (UK ) has teamed up with ‘Trees for Cities’, the independent charity working with local communities on tree planting projects in urban areas, to plant 100 trees in London in honour of the Royal Wedding on 29th April 2011. This gesture follows the customary Swiss tradition of newly-weds planting a pine tree in their garden to symbolise fertility. Victorinox is also donating £10,000 to the charity organisation to support its cause. Pd3 translated the Swiss cultural tradition and charity partnership into an experiential marketing concept.
On Thursday 28th April and Saturday 30th April customers at Victorinox’s flagship store on London’s New Bond Street, as well as passers-by, will receive recycled branded seed packets containing the beginnings of British pine trees which they can plant in their gardens honouring the royal newly-weds.
The campaign will be supported by in-store activity. ‘Royal Wedding’ invites will be distributed encouraging people to visit the store and enjoy a tea party celebration held by Victorinox to salute the happy couple. Customers will be able to enjoy cups of loose-leaf teas and slices of wedding cake in the run up to the celebrations.
The campaign aims to drive footfall in-store, whilst also highlighting the Victorinox commitment to sustainability, one of the company’s foremost long term brand values.
The Victorinox brand has been synonymous with quality, iconic design and functionality since it was established in 1884. With the appointment of Pd3 - which is creating a new approach of integrated experience-led campaigns that incorporate the retail experience, digital and PR - the brand hopes to reach out to a new consumer audience who may not be familiar with its heritage, product range and core values.
Adrienne Merrill, UK brand communications manager at Victorinox said: “Trees for Cities’ is supporting our natural and urban environments and we are proud to be planting trees in London which will add to the landscape and lifestyle of the people living close by, and have longevity as the Victorinox brand has.”
Catherine Botibol, creative development director at pd3 said: “We are incredibly excited to be working with a brand which has such heritage in design and craftsmanship. This is a fun and relevant way for Victorinox’s London store to commemorate such a special occasion and also an opportunity to shine a light on Victorinox’s green credentials as a brand.”
