Specsavers Australia and New Zealand has launched an integrated marketing campaign to unearth local operators who run individual stores.
Specsavers director of marketing planning ANZ Shaun Briggs said the localisation push is based on a consumer research study.
"Our research shows that many people are unaware of our partnership model where each local Specsavers store is individually run by the opticians and audiology professionals," Briggs said.
Australia and New Zealand are counted within the top ten sales regions for the UK-based eyewear chain. According to Specsavers' annual report, Australia contributed $AU1.3 billion in revenue last year with New Zealand contributing $161 million.
The 'Locally Run' marketing campaign is intended to highlight its local store operators across Australia and New Zealand.
The campaign will begin in TV, broadcaster video on demand (BVOD), YouTube and radio and will be followed by out-of-home and digital.
Assets will include the tagline ‘Your care is our business’, alongside optical and audiology partners who will communicate the idea that there’s more to Specsavers than just glasses.
“The Locally Run campaign has been created to drive brand reappraisal by highlighting the level of expertise and care that each Specsavers partner brings to the job, running their own business within their local community," Briggs said.