Jenna Clifford, in a bid to promote products within its signature collection, has signed on with Primedia Unlimited’s shopping mall advertising specialist, Primall Media. The brand-building campaign is set to capture the imagination of South Africans and foreigners during the 2010 FIFA Soccer World Cup™.

Running until the end of July, the Primall campaign targets both male and female consumers aged 21 and above. It cleverly creates awareness by utilising one of Primall’s innovative media platforms – escalator advertising.

Primall’s Lee Curtis says that the aim is to communicate the unique essence of Jenna Clifford. “The regional campaign, with a great deal of prominence in Primall Media’s exclusive media holding within Nelson Mandela Square at Sandton City, will reach consumers in an environment where Jenna Clifford stores are located, making them even more aware of the brand,” says Curtis.

“The campaign features top South African models Joelle Kayembe and Tansy Coetzee adorned with signature creations from one of the company’s four innovative brands, Jenna Clifford Fine Jewellery. It speaks of women, passion, truth and beauty – the very essence of the Jenna Clifford soul brand,” he adds.

The Jenna Clifford Fine Jewellery brand trades only in fine cut diamonds and precious coloured gemstones to create customised treasured heirlooms. The creative depicts tasteful photographs of the models, wrapped in exquisite oversized Jenna Clifford Fine Jewellery creations.

Other elements of the multi-media campaign include online, billboards and print.

Primall Media DNA
Primall Media is South Africa's mall advertising company, delivering a range of interactive and static visual and audio media options, which directly influence purchase decisions in the shopping environment. For more on Primall Media, visit www.primedia-unlimited.co.za or www.primall.co.za