VIDEO: Middletons ushers in the festive period with new national Christmas television advert
Middletons, the rapidly growing bricks and mortar proposition from the owners of Oak Tree Mobility, has launched its new Christmas television advert, bringing festive cheer and special offers on mobility aids to a nationwide audience.
Showcasing the mobility retailers’ rise and recline chairs, scooters and adjustable beds, the commercial sees Santa trying out each product range with a wholly Christmas theme running throughout the spot.
Still one of the most popular and widely viewed channels for reaching a mass audience, television advertising has been rarely employed in the mobility sector, particularly on a national scale, due to the costs involved and the requirement for a national retail presence.
Trailblazing the use of TV advertising in the sector, the Middletons’ national campaigns coincide with the company’s growing store portfolio across the UK as it continues to expand into new markets.
Now boasting a considerable reach across the South West and West Midlands in what has been one of the quickest store expansion programmes seen in the industry, Middletons’ national ambitions show no sign of abating as it prepares to launch more stores in the first half of 2020.
Having recently appointed Wiltshire-based agency Mostly Media to handle its media planning and buying, it is likely the retailer’s advertising efforts will intensify as it looks to win over consumers in the new locations, alongside working to establish Middletons’ as a household brand.
Speaking with Ricky Towler, Director of Middletons, earlier in the year, he explained the important role marketing plays in the company’s retail strategy.
He said: “I would say that you need to have a slick marketing plan and make sure you have the right mix of marketing. We’ve found it is a bit of chemistry lab over the years, testing to see what works and what doesn’t.”
Ricky continued: “Importantly, for us, it’s not just about raising awareness that a new shop has opened but also making sure people understands what Middletons stands for. Just having a name doesn’t mean much so we work on making sure that people understand what the name represents, what we sell and who we are.”
Check out the new Middletons’ Christmas advert below: