Citadium, a division of France's Pinault Printemps Redoute distribution group, launched its 8,500 square-meter flagship store in the heart of Paris in late 2000 with an advertising campaign from BETC Euro RSCG.
The $2 million launch campaign depicted the new emporium as a "brand temple" for sports fans seeking the latest gear and garb, but outdoor ads blanketing Paris failed to generate the sales or traffic deemed necessary by Pinault Printemps Redoute executives.
Enjoy, which already handles advertising for upper-end Pinault Printemps Redoute retailer Le Printemps, has re-branded Citadium as "The Temple of Sports." Its first outdoor campaign -- launched in late-August on Paris billboards, bus shelters and city buses -- makes reference to the omnipresence of sport in everyday life, with images such as a swirled ice cream cone turned into a snowboard park.
The ad campaign sets Citadium apart from leading French sporting good chains Decathlon and Go Sport, which focus their advertising on in-house brands. Citadium, which does operate its own brand, has focused on developing an approach under which major brands like Adidas, Nike or Reebok co-exist in an environment propelled by their own marketing. -- Lawrence J. Speer
Copyright September 2001, Crain Communications Inc.