Mappins Jewellers- Classic Holidays Campaign

established in 1935, is a part of Zale Canada, which is a division of Zale Corporation, North America’s largest jewelry retailer. It currently operates 37 stores throughout Canada

Lisa Adelle Design has been the agency of record for Mappins Jewellers since 2001. The marketing vision for Mappins, going into the very important fall and holiday season, was to re-launch the brand with a more upscale design to compliment its new, higher quality product line. The goal of Zale Canada was to create a delineation for Mappins Jewellers from its larger, more moderate affiliate, Peoples Jewellers of Canada.

Fall–Holiday 2001 – The challenge to Lisa Adelle Design, in working with a client with international presence, was to create a completely new brand marketing campaign. Careful consideration was taken to completely understand the special traditions and nuances of the Canadian culture.

The most important component to consider in developing the branding formula for this client was to capture the tradition, as well as the feel and emotion of Mappins Jewellers, and what they represent to the Canadian customer. The holiday theme “Classic Holiday” and the positioning tag line “The Romance of Tradition” were unanimously selected to best represent the warmth and tradition of a romantic Canadian holiday and will be carried through all of their seasonal campaigns, in addition to the identifying trade colors of green and silver. The outdoor scenery was selected to best represent the expression of the Canadian culture.

Up to the challenge, and at the request of the client, Lisa Adelle Design developed excellent relationships with select Canadian print and shipping vendors. This process requires traveling to their facilities to guarantee the completion of the print production on schedule, with quality as the number one priority.

The international brand building campaign for the Fall and Holiday season for Mappins Jewellers was a major success, with reports of double digit increases for this group of stores. This integrated marketing program included Print, Catalogue, Point-of-Purchase and Direct Mail.

LAD’s newly launched Online Approval System (OAS) and a full array of In-house Studios and Services were instrumental in the development process of each campaign component. The OAS is a cutting edge solution to the fast paced, time sensitive approval process in advertising. The OAS is a highly secure system designed in a user-friendly format, which allows clients to make approvals quickly and easily from anywhere in the world, whether they are based there or traveling. From concept through final rounds of Digital Layouts, Mechanicals and Colour proofing, Lisa Adelle Design allows clients to review and approve their advertising projects at their convenience online.