– Easyshop.co.uk, the lingerie and underwear e-tailer, is launching a multi million campaign targeting customers of Britain's biggest high street retailer, Marks & Spencer.
Already notionally valued at £20 million after only five months trading, easyshop.co.uk aims to poach ten per cent of Marks & Spencer's underwear trade over the next two years.
The announcement comes as the e-tailer ramps up its pre-Christmas push launching a free gift-wrapping service, hand-written messages and returns for unsuitable presents.
In addition, the site has secured a number of partnership deals with sites including Virg.net, Handbag.com and iCircle.co.uk.
The above- and below-the-line spend marks the start of a drive that aims to position easyshop.co.uk as the UK's number one on- and off-line underwear retailer by 2001.
A pre-Christmas advertising burst will include radio, with spots running throughout the Capital Radio's Drivetime and Breakfast shows. A poster campaign will follow targeting tube stations and key outdoor sites nationwide.
Creative was handled in-house with support through Radioville. It is the first brand-building campaign for the e-tailer, which launched in August.
Last week easyshop.co.uk was voted the number one site for purchasing underwear and lingerie in a survey by independent consultants Fletcher Research.
