Wolford Aktiengesellschaft

EANS-News: Wolford Aktiengesellschaft
International Marketing offensive gains momentum

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Subtitle: 
- High-profile presence in New York and Paris
- Successful start of European tour by the pop-up store in Milan
- Accompanying print advertising campaign in fashion and professional magazines
- Innovative content marketing for social media 
- Sponsoring of Bregenz Festival

Marketing/marketing offensive

Bregenz, November 21, 2014 - In connection with its strategic refocussing,
Wolford AG is increasing its marketing and public presence on key markets in the
USA, France and Italy. This weekend the brand will plant its flag on Times
Square in New York: for the next seven weeks, a 22 meter long, 12 meter high
illuminated billboard on one of the most heavily frequented and photographed
traffic intersections in the world will be the location for part of the Wolford
image campaign "The unforgettable touch" - coupled with an invitation to visit
the website (www.wolford.com) and local boutiques to take part in a prize
promotion.
 
Wolford's first pop-up store, which is located directly in Milan's main railway
station, will be open until November 25. This 18 square meter shop was installed
for two months and is a fixed point for the 450,000 commuters who pass through
the station every day. It provides an attractive overview of the Wolford brand
and was created in connection with the market launch of Wolford's latest
innovation - the world's first glued tights, which are invisible even under
form-fitting clothes (Pure 50 Tights). This successful retail concept will now
start a European tour: the pop-up store will open on December 1 for one month at
Schiphol Airport in Amsterdam, and further airports and railway stations are
under discussion to follow.
 
For two weeks, Wolford has also been an integral part of the traffic landscape
in Paris: 17 public transportation busses tour through the city every day in a
new "Wolford look" - the rear side of the busses is covered with Wolford themes.
Wolford's image campaign has also been a regular feature in the international
fashion media from Vogue and Instyle to the US W magazine since August. Five
themes appear regularly in important fashion and professional magazines in the
core markets USA, France, Great Britain and the DACH region. "The campaign has
been well received by the opinion leaders in our branch and has already
attracted a great deal of attention. Now we're also working on direct contacts
with our customers to increase their enthusiasm for our brand", explained Axel
Dreher, Speaker of the Management Board of Wolford AG.
 
"Wolford_meets_Arts"_campaign
 
Wolford's plans also include increased communications with end consumers over
social media. Wolford now has almost 140,000 fans on Facebook and 14,000 on
Instagram - and the numbers are growing daily. One reason for this is the
worldwide "Wolford meets Arts" campaign that started in October on Facebook,
Twitter and Instagram. The focus of this campaign is to position Wolford in the
context of art & culture and, in doing so, to use the medium's interactive
features, for example through the combined literature and photo competition
"Update Your Legs" on Facebook. Online followers will also be encouraged to
visit the Wolford flagship stores in connection with exhibits or music events. 
 
A further element of this campaign is the support provided by Wolford for the
Bregenz Festival in 2015 and 2016 as a "presenting sponsor". The company's
participation was announced this week by the festival management. The Bregenz
Festival is one of the most popular open air music events in Europe and
attracted over 250,000 visitors last year alone. "As a Vorarlberg company with a
long-standing tradition and a focus on culture, few things are closer to home
for us than our support for THE local cultural festival," commented Axel Dreher.
 
 Photo Downloads:
© Photos: Wolford Aktiengesellschaft (use permitted up to 10.2018)
http://service.wolford.com/download/drdu/Wolford_IMO.zip

Further inquiry note:
Wolford AG
Regine Petzsch
Tel.: +43 5574 690 1359
mailto:communications@wolford.com
Web: company.wolford.com

end of announcement                               euro adhoc 
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company:     Wolford Aktiengesellschaft
             Wolfordstrasse 1
             A-6900 Bregenz
phone:       +43 (0) 5574 690-1268
FAX:         +43 (0) 5574 690-1219
mail:     investor@wolford.com
WWW:         company.wolford.com
sector:      Textiles & Clothing
ISIN:        AT0000834007
indexes:     ATX Prime, ATX Global Players
stockmarkets: free trade: Frankfurt, regulated dealing: Wien, ADR: New York 
language:   English
 

 


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