ANALYSIS: SALE OF THE WEEK

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?

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?



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