Salon group Haringtons is set to expand its reach to a whole new audience with the launch of its targeted TV and radio ad campaign – ‘You at your Best’. The exciting media plan will deliver around one million impressions across 140,000 homes within a 30-minute drive time of key salons, targeting a 25-54 female demographic through April and May.
Marketing Manager at Haringtons, Gill Jockel says: “We are aiming to re-spark the Haringtons brand, relaunching across all of our key audiences: clients, team members and communities. Maintaining loyalty and goodwill of our existing client base is paramount alongside the recruitment of the next generation of Haringtons clients.”
Gift of Confidence
Haringtons’ first campaign, which is part of a creative partnership with Hatch London, was written by Bruce Crouch. The creative revolves around the ‘Gift of Confidence’ and showcases how Haringtons goes beyond to empower clients to be at their best.
Gill explains, “We wanted to convey this message of the ‘Gift of Confidence’ in a way that demonstrated our own confidence – to be different and deliver something that’s not expected or been done before. For us, it’s not just about the hair, it’s about the way the client feels as a result of their salon experience. With a stripped back approach that focuses on that emotion and feeling, we came up with the creative execution of a strong, beautiful woman articulating hair confidence.”
Listen up!
The TV campaign will run on Sky for six weeks with the audio version going out on Bucks Radio for 16 weeks, plus a corresponding social campaign for six weeks. The creative is being shared within each salon and on Haringtons’ digital platforms, with other avenues being explored to gain maximum exposure for this dynamic venture.
With eight salons across the South of England, Haringtons celebrates its 40th anniversary in 2024. In 2020, the prolific salon group underwent a brand transformation, including refurbishment of all locations, development of a new strategic direction and the introduction of a new Creative Team, now led by Creative Director Richard Scorer.
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