Target Goes For “Real Australians” In ‘New Higher Quality. Lower Prices’ Campaign

Target Goes For “Real Australians” In ‘New Higher Quality. Lower Prices’ Campaign
B&T Magazine
By B&T Magazine



Target Australia this week will unveil new advertising – communicating ‘Higher Quality. Lower Prices’ – which Target says is part of its commitment to make quality style and fashion accessible for the whole family.

Thee company says this commitment sits at the heart of the brand and the company – from R&D to marketing, right through to the customer experience in-store. In its determination to deliver on the commitment, as part of the company’s published 5 point Quality Promise – Target has continued to introduce a number of new initiatives to improve quality including better materials, improvements in finishing and construction, better sizing options and higher safety and fabric durability across ranges.

The campaign also heavily focuses on featuring real Australians in its creative as well as utilising its high profile ambassadors including Jessica Mauboy – in everything from OOH billboards to print catalogues and right through to the TVC.

Target says its focus on real people is part of the company’s continued commitment to celebrate the diversity of all its customers in order to deliver on its commitment to make fashion accessible to all Australians – whether that be diversity in the shapes or sizes of models, their ethnic background, their life stage or their sexual identity.

The first iteration of the ‘Higher Quality. Lower Prices’ advertising will launch early August, with TVCs, OOH billboards in market, as well as digital marketing and public relations support being planned.




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