By JONAH BLOOM, campaignlive.co.uk, Monday, 13 December 1999 12:00AM
Harassed Christmas shoppers rushing off trains across the UK to
join the high street throng will have seen these - Calvin Klein
Fragrances branded Christmas trees. What better way to bring festive
cheer and flog your goods at the same time?
The scheme was a joint effort. Geoff Lamport, national supersigns
manager at Maiden Outdoor, which has the Railtrack contract, had the
idea. He suggested it to Concord’s account director Oliver Ford who
phoned Jayne Roseman, media director at Initiative Media. She sold it
and did the planning and buying.
Naturally the trees will be whisked away before Twelfth Night and Maiden
will be ’monitoring’ the pine needle shedding situation.
’The trees are a great way to rise above the Christmas clutter and add
to the Calvin Klein brand personality,’ said Concord’s Ford. ’’Tis the
season to achieve standout.’ What about being jolly? Do these media folk
ever switch off?
This article was first published on campaignlive.co.uk