One of Scotland’s largest independent optical groups, Black & Lizars, has launched its new ‘surprisingly affordable’ advertising campaign, highlighting its commitment to premium service and the price-point of its designer frames and lenses.
Rolled out across outdoor, print, digital, and in-practice platforms, the new campaign goes live this week (beginning 14 August).
The new creative advertising strategy comes at the same time as the optometry and audiology specialist launches its state-of-the-art new website.
The campaign development and launch has been overseen by Black & Lizars’ new Marketing Manager, Sarah McNaught, who joined the group earlier this year. An established marketing professional, Sarah has previously worked with the charity Erskine, Seagram and Edrington, among others.
She said: “The new visual identity captures what Black & Lizars stands for and is already well-known for; unrivalled customer service and a wide range of designer products, while highlighting its surprisingly affordable prices.
“Our campaign communicates these fundamental principles of our brand, while also targeting an increasing footfall, sales and attracting new patients.
“The sector is incredibly competitive but our standards of service and use of the latest technology sets us apart from our competitors, but we needed to communicate that effectively to our patients.
“Previously, Black & Lizars hadn’t invested significantly in marketing or advertising for a number of years, but Michelle [le Prevost, the Managing Director] and I agreed that it was time to refresh our creative to compete more effectively in the industry.
“We did a lot of research into the marketplace and the perception of our brand by staff, customers and members of the public to inform our strategy. Knowing how people react when they think of our brand is incredibly valuable and has led to what I believe is a brilliant, eye-catching campaign.
“We are delighted with our new visuals and website. It’s been months of hard work with our agency partners at Frame, but it has undoubtedly paid off.”
Customers to Black & Lizars’ 23 branches across Scotland (and one in Belfast) will notice the new advertising in its shop fronts from today.