Maui Jim has launched its global 2017 marketing campaign in Australia. Shot on location in Hawaii, the campaign is aimed at high-income 25–54 year olds and runs through the peak summer retail season until January with TV (free-to-air and subscription), print digital, PR and social media all covered.
The campaign is specifically timed to coincide with summer, when consumers’ awareness of the need for UV and glare protection is heightened. According to the company, “it promotes the functional elegance of Maui Jim premium polarised sunglasses that provide superior colour, clarity and detail to the wearers”.
Nathan Fisher, Director of Marketing, Maui Jim Sunglasses APAC & Middle East said the creative “speaks to the functional elegance of our products and (is) something that I believe will continue to resonate with Australian audiences. Building on the print message, the TVC sits around the company’s core brand promise, to change the way you see the world. We are first to market globally to showcase the new above the line campaign so I’m excited to see the impact this campaign drives in the optical market.”
