Having agreed an eight-store franchising partnership with coffee chain Starbucks, entrepreneurial business 23.5 Degrees have appointed the services of Press Mag Media to implement a full-page print advertising campaign in promotion of their first opening. In conjunction with the launch of the UK’s first ever Starbucks franchise at Liphook Services, the page invites readers to a buy-one-get-one-free offer for a Tall Latte upon presentation of the advert. The promotion will run in the Herald Series Paper, targeting readers in close proximity.
The iconic Starbucks-branded take-out cup adopts prime position in the advert, with a handwritten ‘Hello!’ message on its front. The image emphasises the idea of using coffee as a meeting point, using the accompanying slogan “Get together. Over coffee.” as further reinforcement. The advertisement takes the minimal approach of allowing an image to occupy the entire top half, with relevant information being clearly presented below in black and white.
Poised to commence a franchising partnership which stretches to 8 new Starbucks stores in the Dorset and Hampshire area, 23.5 Degrees demonstrate a successful method of allowing the coffee brand to reach additional locations that they have not yet had chance to target. With other food outlets such as McDonald’s and Subway also operating a franchise system, this method of brand extension allows sites to have an individual touch whilst retaining the original business model. As the best-loved food brand on social networks, Starbucks endeavours to exhibit itself as a trademark that has close engagement with its customers – creating personalised drinks and upholding itself as a place to take friends. The coffee chain’s managing director commented that they are “proud to partner with local entrepreneurs, who share our values and commitment to doing what is right for our customers, to build our business and bring jobs to local communities”.
Press Mag Media takes pride in being the print advertising subdivision of leading UK marketing initiative Media Agency Group. With a stable platform of media owner connections and industry experience, the marketing specialists are able to provide bespoke campaigns that accomplish client requirements of any magnitude. Considering the Liphook Services location, 23.5 Degrees’ target audience focuses on drivers utilising Hampshire’s major A3 road that connects London to Portsmouth, and so a print advertisement in a local newspaper will provide a promotional solution that doesn’t include wasted advertising.
