Online fashion retailer and thermal expert, Damart has launched its first radio ad campaign this January, celebrating the brand’s heritage in thermal clothing.
Famous for developing and patenting Thermolactyl, a unique man-made fibre now renowned for its ability to provide warmth without lots of bulky layers, Damart celebrated 70 years since the label’s invention in 2023 and is continuing to promote its exclusive thermal range through the new campaign.
With 89% of the population* listening to live radio every week, Damart’s first foray into radio media will see a five-figure investment in an effort to drive brand awareness and consideration.
The campaign of advertising will be aired across stations including Greatest Hits Radio, Radio Mansfield, Smooth Radio and Radio City from mid-January, targeting the north-west and Yorkshire regions, with a script tapping into the brand’s thermal heritage, the extensive range of thermal products on offer, while offering a discount code to listeners.
Ben Phillips, Head of Marketing and eCommerce at Damart, said: “We are excited to launch our first radio advertising campaign, focusing on promoting the products that are at the heart of our business and have been keeping our customers warm for the past 70 years.
“We saw a huge opportunity with radio because, as a medium, it’s a trusted voice in people’s homes – making it the ideal way for us to bring our thermals to the front of our target audience’s minds. We’re delighted with how the campaign has shaped up and are confident that the new radio advert will resonate with both our current and future customers.”
Damart worked with media buying agency EssenceMediacom to develop the advertising strategy targeting key stations and programmes, with creative developed by strategic marketing agency IMA-HOME.
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* 89% of population listens to radio every week, source: https://www.gov.uk/government/publications/digital-radio-and-audio-review/digital-radio-and-audio-review#fn:2
