By Shane T Williams in New York City
'Better get to Bottlemart' is the new campaign for LMG's flagship banner group brand that will roll out via targeted TVC, print and radio promotions according to LMG general manager Sean Hogan (pictured).
Hogan delivered a passionate address to delegates at the LMG Conference outlining an integrated marketing plan for Bottlemart, Sip'n Save, Down Under Cellars and Harry Brown's.
He reiterated that marketing is now at the core of LMG's business, with the removal of its supply chain operations. He said there will be an increase in marketing resources to further build its brands.
Conference delegates previewed an advanced screening of the TVC campaign for Bottlemart developed in conjunction with agency KWP. Each TVC carried the clear and easy to remember call to action, 'Better get to Bottlemart', which Hogan said will be integrated via targeted print, radio and in-store promotions.
He told delegates that LMG stores will be optimised for email and mobile marketing platforms next year.
Databases of consumers will be incentivised and each of the banner group brands will target their consumers with profile specific marketing offers.