Sunbrella: Design + Performance

Client:

Sunbrella

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Sunbrella: Design + Performance

Creative Campaign & Content Development

Full Version

To help change the perception of Sunbrella as primarily an outdoor fabric, Wray Ward created an image-driven campaign that ensured their legendary fabric would be as well-known for design as it already was for its unmatched performance.

Project Overview

What We Did

Wray Ward created a visually stunning campaign featuring high-end Sunbrella design and a clear, simple message. Showcasing the fabrics in memorable settings from a classic villa in Italy to the sun-drenched Arizona desert, the campaign put the Design + Performance of Sunbrella front and center with print, digital and online ads; sponsored content; direct mail pieces; and designer showrooms that engaged key audiences in the architecture and design community.

Results

Print and digital advertising created more than 39 million high-end consumer and designer media impressions, 55 million core consumer and designer media impressions, 5.3 million international media impressions and 677,000 indoor/outdoor trade media impressions among discriminating consumers and professional designers.

100M
Total impressions

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Print Advertising

Imagery in print advertising is striking in its elegant simplicity and in the way that Sunbrella fabrics meld perfectly with exceptionally beautiful settings. Adding impact are multipage advertising units in a campaign that extends throughout the U.S., Europe and Asia.

Online Advertising

Digital ads on direct-to-publisher sites and Google Display carry forward the imagery of the print ads, directing viewers to sunbrella.com. Social media posts on Instagram, Facebook and Pinterest highlight the fabric and setting details of the campaign in a unique and compelling way.

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Print Collateral

Designers were invited to visit the High Point showroom and explore the beauty of Sunbrella with a brochure that featured stunningly beautiful photography of the fabrics in exotic settings. Window graphics throughout the market kept the Sunbrella message top of mind.

Editorial Content

Writers and editors with leading consumer magazines were enlisted to produce sponsored content, telling the story of Sunbrella Design + Performance through multipage features.

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Designer Showroom

The Sunbrella showroom for the High Point Market was designed to reflect the design elegance and simplicity featured in the print and digital advertising. Showroom guides identified each piece in the showroom and directed designers to the growing number of manufacturers featuring Sunbrella fabrics during the market.