HIL A RY DRUX M AN

AMBIENT ADVERTISING CAMPAIGN

& MARKETING STRATEGY
WINNIPEG JAMES ARMSTRONG RICHARDSON INTERNATIONAL AIRPORT

Submitted to: Hilary Druxman

Submitted by: Jarrett Moffatt
November 23, 2009
Simple.
Modern.
Style.
HIL A RY DRUX M AN
CONTENTS
// 6 EXECUTIVE SUMMARY
// 7 SITUATION ANALYSIS

// 9 ADVERTISING STRATEGY

//12 MARKETING STRATEGY

//14 MEDIA-PLANNING
//16 EVALUATION
//17 CREATIVE
HIL A RY DRUX M AN
AMBIENT ADVERTISING CAMPAIGN
& MARKETING STRATEGY
EXECUTIVE SUMMARY
While more and more airports
are starting to resemble malls,
shopping at an airport is still an
afterthought to most consumers,
much like buying a candy bar
at the grocery store checkout.
In other words, people are
coming to the airport to fly, not
to buy. That’s why the biggest
challenge for airport retailers
is getting customers to see the
value shopping at an airport, and
making customer interaction as
easy as possible.
This ambient advertising and
marketing campaign uses
simple, modern, and stylish
HIL A RY DRUX M AN
Simple | Modern | Style
ways to attract customers to
Hilary Druxman’s Winnipeg
James Armstrong Richardson
International Airport location.
That’s why we’ve chosen the tagline
Simple. Modern. Style. for the
campaign: it’s the perfect fit for
what we’re trying to accomplish,
and is consistent with Hilary
Druxman’s brand.
Our campaign uses mostly
unconventional advertising: from
washroom mirror treatments to
eye-catching floor treatments,
our advertising creates an
“ambient” presence throughout
the airport that presents Hilary
Druxman’s brand in a powerful yet
unobtrusive way.
Attracting customers to the airport
location doesn’t require a large
marketing budget, which is why
this campaign is so affordable: it’s
simply a matter of getting people
already at the airport to go to the
second floor. With conceptually
strong advertising and some
simple yet effective changes to
how the product is presented,
Hilary Druxman’s store can be a
successful retail element at the
airport.
EXECUTIVE SUMMARY // 6
HIL A RY DRUX M AN
AMBIENT ADVERTISING CAMPAIGN
& MARKETING STRATEGY
SITUATION ANALYSIS
This situation analysis looks at the internal and
external factors associated with an effective marketing
and advertising strategy for Hilary Druxman’s
Winnipeg James Armstrong Richardson International
Airport retail location.
STRENGTHS
Strong Brand Identity
The consistent, clear, and well-designed brand
identity of Hilary Druxman makes it easy for
consumers to understand and embrace her affordable
and handcrafted products. The design of her retail
stores, as well as her promotional materials, is an
example of this consistent clarity.
Online Store
Hilary Druxman’s online store plays a key role in the
airport location’s success. The ability for customers
to purchase Hilary Druxman products online allows
them to continue a relationship with the brand after
leaving Winnipeg, and offers customers who are
unable to make a purchase follow-up when they get
home, whether that home is Calgary or Copenhagen,
San Francisco or Shanghai.
Displaying the product prices on the online
store is also important, as it acknowledges the
difference between the online and conventional
retail experience. Displaying product prices online
allows customers to easily make a purchase, which
is important in the crowded marketplace of online
retail.
WEAKNESSES
Unlisted Prices
The retail experience of an airport is different from a
conventional retail experience. Customers are often
pressed for time or convinced that airport retail is
somehow overpriced compared to conventional
retail. (As Hilary Druxman shows, it’s not.) By leaving
prices unlisted, unnecessary mental roadblocks can
be created in the customer’s mind. And at an airport,
where products such as jewelry are an impulse
purchase, to generate sales there needs to be as few
mental roadblocks as possible.
Airport Advertising and Brand Exposure
The current airport advertising and brand exposure
for Hilary Druxman consists of two signs placed
outside of the store that read “Airport Store Now
Open,” with product examples displayed. The store’s
challenging location, tucked into the corner of the
airport’s food court, means the current advertising
and brand exposure is not reaching potential
customers throughout the airport, but only those who
pass directly by the store.
Continued.
SITUATION ANALYSIS // 7
HIL A RY DRUX M AN
AMBIENT ADVERTISING CAMPAIGN
& MARKETING STRATEGY

SITUATION ANALYSIS
OPPORTUNITIES
Affluent Demographic, New Customers Daily
A survey by Interspace Airport Advertising of six
American airlines found that the airlines’ passengers
were:
-85% College educated
-73% Full-time employment
-81% owned a home (with a median value of
$299,099)
-Median household income: $104,253
-Median individual earned income: $68,358
(Source: http://www.iaateam.com/advertise/demographics.
html)
These statistics provide a great opportunity for
Hilary Druxman, as well-educated customers with
disposable income are likely to be interested in
purchasing quality jewelry at an airport store. It’s also
important to note that this affluent demographic is
constantly being refreshed, with new customers are
arriving and departing the airport daily.
THREATS
Airport Bureaucracy
A consistent and calculated advertising and
marketing plan will need to be created that maintains
Hilary Druxman’s brand while at the same time
adapting it to the retail environment of an airport.
This will mean clearly establishing what the airport is
willing to do to help Hilary Druxman be successful,
and what will need to be done in order to establish
a cooperative relationship between Hilary Druxman
and the airport. As Hilary Druxman’s marketing
coordinator Christa Mariash, noted, even placing the
“Airport Store Now Open” signs outside the store was
somewhat complicated. Cutting through the red tape
in advance will help minimize the threat.

Airline, Airport, and Concession Employees:

A Consistent Customer Base
Employees of airlines, the airport, and concessions
are a strong secondary customer base, and provide
an opportunity for Hilary Druxman to build a
customer base that’s in the airport almost every day.
Establishing a strong connection with this group is
an excellent opportunity to build brand awareness
through word of mouth. And as airline employees can
come from around the world, this customer base can
have thousands of members.

SITUATION ANALYSIS // 8
HIL A RY DRUX M AN
AMBIENT ADVERTISING CAMPAIGN
& MARKETING STRATEGY
ADVERTISING STRATEGY
SUPPORT
Hilary Druxman’s airport location presents a
challenging opportunity: in an environment where
purchasing jewelry (or any consumer goods) isn’t
the primary reason for visiting, developing an
advertising and marketing strategy that effectively
responds to this is crucial for the airport location’s
success. Therefore, the advertising strategy will
involve keeping the company’s brand consistent
while realizing that in order for the airport location
to be a success, certain changes need to be taken to
allow customers to easily make a purchase. These
changes will include how the product is sold, how it is
presented to the target audiences, and where and how
the product is advertised in the airport.
TONE
The tone of the campaign will be consistent with
Hilary Druxman’s brand: simple, modern, and
accessible. These characteristics define Hilary
Druxman, and it’d be a mistake to move away from
them. By providing a simple, modern, and accessible
message to target audiences, the probability they will
make a purchase isn’t left to chance but to a message
that uses engaging emotional appeal. This tone will
set Hilary Druxman apart from the other retailers in
the airport.
THEME
Simple. Modern. Style. These words perfectly describe
Hilary Druxman’s brand, and are a reflection of what
Hilary Druxman already stands for: simple, modern,
and stylish jewelry.
We’ve used the line Simple. Modern. Style. in several
of our treatments, but only when it helped the
treatment’s effect, such as the window facing the
Air Canada terminal, as well as some of the floor
treatments.
RATIONALE
An advertising and marketing campaign that assumes
airport retail is like any other retail situation is
doomed to failure. Just as online retail is different
from conventional retail, so too is airport retail.
That’s what sets this campaign apart from others:
it acknowledges that the odds are stacked against
airport retail from the start. A successful strategy
acknowledges this important difference and learns to
adapt quickly.
This campaign is built around the assumption that
consumers aren’t coming to the airport to buy
products: they’re coming to the airport to fly to
Phoenix to visit their parents, pilot a daily flight to
Vancouver, or work an airlines’ check-in desk for
eight hours. No one goes to the airport with the
intention of purchasing something more than a coffee
or a sandwich. (Though, a book or magazine might be
required to pass time.)
That’s where the power of our advertising and
marketing campaign comes in: by making it as easy
as possible for a consumer to purchase a beautiful
piece of Hilary Druxman jewelry, the airport location
becomes relevant to a consumer who may not have
been looking for jewelry before coming to the airport.
Hilary Druxman has several things that will help
it succeed at the airport: a well-priced and quality
product, a simple and accessible brand image, and a
beautiful store design. This campaign recognizes all of
these important qualities and goes one step further:
removing barriers that keep customers from making
a purchase.
Continued.
ADVERTISING STRATEGY // 9
HIL A RY DRUX M AN
AMBIENT ADVERTISING CAMPAIGN
& MARKETING STRATEGY

ADVERTISING STRATEGY
OBJECTIVES
During our first meeting in September, Ms. Mariash
noted that the weekly revenue for the airport location
was between $300- $1,000. Given the cost of rent
and labour the store pays every month, these figures
are inadequate and need be improved. This is where
our first objective comes in: to make purchasing
Hilary Druxman jewelry as easy as possible without
compromising the brand. To achieve this, however,
the following objectives must also be reached:

• Prepare an advertising campaign that’s focused

entirely on the airport location.

• Use ambient media to create a presence for Hilary

Druxman that sets it apart from other stores in the
airport.

• Reach our target audiences through a media buy

that reflects their behavior in an airport setting.

• Develop a store environment that makes purchasing

a product easy by providing customers with enough
information to make a decision without too much
assistance from a sales associate.

• Use Hilary Druxman’s website as an effective

marketing tool by giving customers an opportunity to
make purchases after leaving Winnipeg.

Continued.

ADVERTISING STRATEGY // 10
HIL A RY DRUX M AN
AMBIENT ADVERTISING CAMPAIGN
& MARKETING STRATEGY
ADVERTISING STRATEGY
TARGET AUDIENCES
The airport location lets our target
audiences be placed into two
groups with broad characteristics:
Travellers and Airline and Airport
Employees. We can label our
target groups as such because
the airport’s retail environment
is unconventional and far more
contained compared to a mall or
stand-alone jewelry store. The
consumer in the airport is either
travelling to or from somewhere,
or they work for the airport or an
airline in some form: everyone’s
at the airport for a specific reason
that’s unrelated to purchasing
products. Building an advertising
and marketing strategy around this
important fact is key to increasing
Hilary Druxman’s sales.
The following is a breakdown
of our two target audiences.
The figures are from a survey
completed by Interspace Airport
Advertising. (www.iaateam.com/
advertise/demographics.html)
Primary Target: Travellers
Age: 18-54
Sex: Male 53% Women 47%
Marital Status:
Married 71% Single 29%
Income:
House Hold Income Median:
$104,235
Individual Earned Income:
$68,000
Characteristics:
• Winnipeg resident or from out of
province/country
• Time spent in airport is limited
• Looking for gifts or last-minute
purchases
• Don’t necessarily know what
product they want to purchase
• Primary reason for being in the
airport is to fly, not to purchase
goods
•Enough income to easily afford
Hilary Druxman jewelry
•Reasons for visiting or leaving
Winnipeg: business, vacation,
seeing relatives or friends, etc.
• New flights = new consumers
every day
• Receptive to aggressive sales
promotions (Example: buy one get
one 50% off, Two for one, etc.)
Secondary Target: Airline/
Airport Employees
Age: 18-54
Sex: Male 53% Women 47%
Income: $72,285 (Median of seven
common airline jobs)
Characteristics:
• Employed by the Winnipeg
Airports Authority (WAA), an
airline, or a third party (Canadian
and US government, various shops
and services, etc.)
• Many are not from Winnipeg but
from around North America and
the world
• Time spent in airport is longer
than primary target’s
• In the airport frequently; if
working for an airline, may stay
overnight in the airport hotel
• Frequency = opportunity to build
loyalty
• Easily pass information about
Hilary Druxman to co-workers
• More receptive to promotions/
sales/incentives (because of
frequency), but also receptive to
aggressive sale promotions.
Note: Income number is an estimate taken from
statistics listed here:
http://www.payscale.com/research/US/People_with_
Jobs_in_Aviation,_Airlines/Salary
More airport salaries can be found here:
http://www.avjobs.com/salaries-wages-pay/airport-
pay.asp
ADVERTISING STRATEGY // 11
HIL A RY DRUX M AN
AMBIENT ADVERTISING CAMPAIGN
& MARKETING STRATEGY

MARKETING STRATEGY
Our marketing strategy is consistent with our main
objective: to make purchasing Hilary Druxman
jewelry as easy as possible without compromising
the brand.

In order to increase sales at the airport location, we

have three recommendations: price display, a sales
promotion, and an ongoing airport/airline employee
discount.

PRICE DISPLAY
Displaying prices at the airport location is the
simplest and most cost-effective way to increase sales.
And while we agree with Hilary Druxman’s decision
to keep prices unlisted at the Exchange District
location, we strongly recommend prices be displayed
at the airport location, and believe a balance can
be found between creative integrity and customer
convenience.
As we noted in our Advertising Strategy, the retail
environment of the airport is very different from
conventional retail: customers simply aren’t coming
to the airport to shop. Most customers are entering
the airport location by chance, either because the
store’s design is appealing, the advertising around
the airport is intriguing, or because they have time
to pass. In contrast, most customers entering the
Exchange District store are already looking for
jewelry, and will spend time with a sales associate
to find a piece that’s appealing, and won’t mind that
there aren’t any prices listed. This isn’t the case at the
airport: people have a short amount of time to make
a purchasing decision; therefore, we need to meet the
customer halfway by reducing their decision-making
time.
Listing prices makes it easy for a customer to make
a purchase when time or convenience is an issue.
Imagine the negative effect to Hilary Druxman’s
online store if no prices were listed- many customers
would just go to another website. Online retail’s
competitive advantage is its convenience: customers
can purchase a product easily and instantly.
Removing this convenience places barriers between a
customer and a product, hurting sales significantly.
Airport retail is similar to online: customers won’t
purchase a product if there are too many barriers.
We believe Hilary Druxman’s affordable pricing is a
great fit for the airport location, and it seems counter-
intuitive to hide this competitive advantage in a retail
environment that almost requires it.
In our Creative section we offer an example of how a
price tag may be presented.
Continued.

MARKETING STRATEGY // 12
HIL A RY DRUX M AN
AMBIENT ADVERTISING CAMPAIGN
& MARKETING STRATEGY
MARKETING STRATEGY
BUY ONE GET ONE 50% OFF
This sales promotion will happen during the
first month of our campaign. While a common
promotion, the “Buy one get one 50% off ” is an
effective way to increase sales at the airport location
immediately. It’s also targeting our primary and
secondary audiences equally: travellers and airport/
airline employees will come to the store, and airport
employees will tell their coworkers about the
promotion through word of mouth, increasing foot
traffic and sales.
Advertising for this promotion will consist of two
lollipop stands (see Creative for treatment). All other
advertising will be through word of mouth. As this is
a significant discount, we are confident it’ll bring the
traffic we want into the store with minimal effort and
money.
AIRPORT/AIRLINE EMPLOYEE DISCOUNT
To target our secondary audience, we recommend
an airport/airline employee discount of 15 per cent.
The promotion won’t be advertised, but promoted
through word of mouth. Hilary Druxman’s sales
associates will mention the discount to airport/
airline employees who come to the store, and news
of the discount will spread from there. We find this
approach far more authentic than advertising it.
The reason for the discount is simple: to encourage
our secondary audience to shop more often at the
store. It’s a small incentive but one we think powerful
enough to start generating sales from a customer base
that’s in the airport almost daily.
MARKETING STRATEGY // 13
HIL A RY DRUX M AN
AMBIENT ADVERTISING CAMPAIGN
& MARKETING STRATEGY
MEDIA-PLANNING
Ms. Mariash noted in an email after our first meeting
that the marketing budget for Hilary Druxman is
generally 10% of revenue. Assuming that none of
the budget has been spent since the airport location
opened in March, and that revenue has been an
average of $4,000 a month since opening, our
campaign will have an estimated budget of $2,800.
This is a generalized amount, but enough to support
our media-planning.
RECOMMENDED MEDIA OUTLETS
As our advertising and marketing strategy largely
focuses on making changes to how the product is sold
and presented to the consumer, as well as using sales
promotions and ambient media, our recommended
media outlets are simple, cost-efficient, and effective.
WINDOW DECALS
These decals will be used to increase Hilary
Druxman’s brand presence. We have several uses for
these decals:
•Visiting the location in September, our team noticed
that the window facing the Air Canada terminal
could be utilized as a powerful branding opportunity.
By displaying Hilary Druxman’s logo in a striking way
in this window, those waiting around the terminal
will take notice, encouraging them to visit the store.
•While the front of the store is gorgeous and well-
designed, providing a simple message that tells
customers what’s inside will help increase foot traffic
to the store. An unobtrusive decal below the store’s
sign will help accomplish this, while a decal at the
bottom of the store’s window will advertise the
website when the store isn’t open.
• During periods when the store isn’t open, providing
the store’s hours will let customer know when they
can come back to look around. We’ve also included
the website under the hours to provide another way
of purchasing Hilary Druxman’s products.
Cost:
Decals facing Air Canada Terminal: $300- $700
Storefront decals: $200-$500
WASHROOM MIRROR DECALS
While this part of the campaign depends on the co-
operation of the WAA, it’s an important part of our
strategy.
•The mirror decal will be placed on mirrors in several
women’s washrooms.
•The decals will feature one of Hilary Druxman’s
necklaces, so when a customer looks into the mirror,
they will see the piece around their neck. The
goal of this treatment is to amuse/tease customers
unexpectedly, encouraging them to visit the store.
Cost: Four mirror decals $200- $400
FLOOR DECALS
These decals will be placed around the airport in
high-traffic areas. The decals will grab the customer’s
attention in an amusing way like the previous
treatments, increasing store traffic and brand
awareness.
We have provided several possible floor decals (see
Creative section) that would be effective treatments.
While using all of the decals would be overwhelming
to the airport’s aesthetic, three or four of them would
be quite effective in increasing brand awareness.
Cost: Four decals $500-$900
Continued.
MEDIA -PLANNING // 14
HIL A RY DRUX M AN
AMBIENT ADVERTISING CAMPAIGN
& MARKETING STRATEGY

MEDIA-PLANNING

COST SUMMARY
LOLLIPOP STANDS Window decals: $500-$1200
These are same stands being used to advertise Hilary Washroom mirror decals: $200-$400
Druxman’s new airport location. We’ll use these Floor decals: $500-$900
stands to advertise the one-month sales promo, and Lollipop stands: $200-$300
then use them for branding purposes. Their current Estimated cost: $1400-$2800
locations are perfect.

Cost: Four posters: $200-$300

REACH/FREQUENCY RECOMMENDATIONS
All of our media-planning recommendations reach
our target audiences simply through creating a
presence around the airport that wasn’t there before.
The idea behind these treatments is to get as many
people to notice that Hilary Druxman is a jewelry
store on the second floor, and that it’s worthwhile to
visit.

The placement of these treatments in high-traffic

areas ensures that these ads will be seen consistently
throughout the day, and not just during busy periods.

SEASONALITY
As these treatments rely heavily on ambient media,
we would only run this campaign for a period of two
to three months. After analyzing its effectiveness
in meeting our campaign objectives (increasing
sales and brand awareness), we would then look at
moving to either more traditional forms of media or
another approach that would involve a different use of
ambient media.

MEDIA -PLANNING // 15
HIL A RY DRUX M AN
AMBIENT ADVERTISING CAMPAIGN
& MARKETING STRATEGY

EVALUATION
As our campaign is focused entirely on advertising
in the airport, we can easily monitor the success of How did you find out about Hilary Druxman’s
our campaign simply by whether sales have improved airport location?
significantly. But an increase in sales is obviously the
goal of any marketing and advertising strategy, which Had you heard of Hilary Druxman before coming
is why we’ve included other methods of evaluation. to the airport? If so, how?

Monitoring where in the world people are when they
visit Hilary Druxman’s website is one indication of
success. If we see a large increase in the amount of
people from outside of Winnipeg visiting the website
after our campaign launches, it’s fair to assume this
increase has mostly been a result of the advertising
and branding the customer has seen in the airport
(the website address on the door, Air Canada window,
and at the bottom of the store front will all help
achieve this increase in website traffic).
Did you see Hilary Druxman’s logo anywhere in the
airport? If so, where?
What was your purpose for coming to the airport?
Who were you purchasing jewelry for today?
(Yourself? Wife? Daughter? Friend?)
How easy was it to find the piece you wanted to
purchase?

If displaying prices in the airport location is
something being considered (and as noted before, we
highly recommend it), we can monitor the success
of displaying prices by having sales associates keep
track of A) how long a customer stays inside the store
B) how long it takes to make a purchase. The idea of
displaying prices is to make the purchasing process
more efficient, and if sales associates are noticing
customers purchasing products in a shorter amount
of time (Ms. Mariash probably has the best idea
of how much time is generally spent helping each
customer), then there’s clear evidence that displaying
prices is a valuable advantage.
As well as observing customer behaviour, we also
recommend attaching a simple survey to each
purchase at the airport store. The survey could be
submitted through e-mail, with the incentive of
25 per cent off a customer’s next in-store or online
purchase.
Is there anything that could have made your
purchasing decision easier?
If there were no prices on any of the jewelry, would
you still have purchased something? If no, why?
Our evaluation is a simple process, as there aren’t
many variables to contend with: all of our advertising
is inside the airport, so there isn’t a need to wonder
if a radio or magazine advertisement is reaching its
intended target audience. Travellers and airport/
airline employees will see our advertisements equally.
And if these advertisements are as powerful as we
believe they are, Hilary Druxman will see a significant
increase in foot traffic and overall sales.

Questions should include:

EVALUATION // 16
CREATIVE
// 1 STOREFRONT
// 2 AIR CANADA TERMINAL WINDOW

// 3 WASHROOM MIRROR

// 4 ARRIVALS AND DEPARTURES

// 5 PRICE TAG

// 6 LOLLIPOP STAND

// 7 STAIRS
// 8 PROMO LOLLIPOP STAND

// 9 SKYWALK

CREATIVE // 17
HIL A RY DRUX M AN
AMBIENT ADVERTISING CAMPAIGN
& MARKETING STRATEGY

STOREFRONT TREATMENT

CREATIVE // 18
JEWELRY
HIL A RY DRUX M AN
Hours:
Monday-Sunday 0900-1700

Shop online:
www.hilarydruxman.com
SHOP ONLINE HILARYDRUXMAN.COM
HIL A RY DRUX M AN
AMBIENT ADVERTISING CAMPAIGN
& MARKETING STRATEGY

AIR CANADA TERMINAL WINDOW TREATMENT

CREATIVE // 22
HIL A RY DRUX M AN
AMBIENT ADVERTISING CAMPAIGN
& MARKETING STRATEGY

WASHROOM MIRROR TREATMENT

CREATIVE // 23
HIL A RY DRUX M AN
AMBIENT ADVERTISING CAMPAIGN
& MARKETING STRATEGY

ARRIVALS AND DEPARTURES TREATMENT

CREATIVE // 25
What are you waiting for?

HIL A RY DRUX M AN
HIL A RY DRUX M AN
AMBIENT ADVERTISING CAMPAIGN
& MARKETING STRATEGY

PRICE TAG: HELVETICA LIGHT 14PT

sterling silver necklace

103.00

CREATIVE // 27
HIL A RY DRUX M AN
AMBIENT ADVERTISING CAMPAIGN
& MARKETING STRATEGY

LOLLIPOP STAND TREATMENT

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HIL A RY DRUX M AN
AMBIENT ADVERTISING CAMPAIGN
& MARKETING STRATEGY

STAIR TREATMENT

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HIL A RY DRUX M AN
AMBIENT ADVERTISING CAMPAIGN
& MARKETING STRATEGY

PROMOTIONAL LOLLIPOP STAND TREATMENT

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HIL A RY DRUX M AN
AMBIENT ADVERTISING CAMPAIGN
& MARKETING STRATEGY

SKYWALK TREATMENT

CREATIVE // 31
HIL A RY DRUX M AN
Simple | Modern | Style
Visit us on the second floor.