WWRD Holdings Limited Kicks Off NYC Tabletop Show With New 'Artful Life' Marketing Campaigns for Wedgwood

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Apr 13, 2010, 11:36 ET

NEW YORK, April 13 /PRNewswire/ -- WWRD Holdings Limited, the leading provider of luxury home and lifestyle products worldwide, today announced the launch of a new integrated marketing campaign for Wedgwood.

(Photo: http://www.newscom.com/cgi-bin/prnh/20100413/CG85553)

Wedgwood's new "Artful Life" campaign is designed to help re-inspire a new generation of young women to express their personal style in creative ways with the tables they set for friends and family. The campaign strategy is based on the insight that today's generation thinks very differently about home entertaining than any generation before. Today's young homeowners have a very discerning eye, they want their home to express their fashion sense and allow them to entertain in a way that's both modern and playful. This new campaign gives them permission to mix and match their china to create a collection that is uniquely their own. The new print ads begin running in May publications including Brides and Elle Decor.

"What we are seeing in the marketplace today is our target consumer loves the authenticity of tradition, but they want to interpret it for themselves in new ways," Michael Craig, WWRD Group Vice President – Americas said. "Wedgwood has been a fashion forward design leader in every generation. This generation is special and the way we're bringing our products to market to appeal to today's consumer, reflects their independent, modern style sense."

Knowing how to express style while entertaining comes naturally to some. For others, a few easy cues can make it simple and rewarding. The Artful Life campaign cleverly pairs fashion-forward tabletop products with a young English woman in a complimentary wardrobe to help inspire the imagination. The campaign will include the Wedgwood Artful Life Guide to Entertaining – an online look at unique tablescapes for various party occasions throughout the year from summer soirees to the perfect brunch and even game night get-togethers. Retailer events in key markets will bring the Artful Life concept into focus for consumers with hands-on mix and match tabletop demonstrations and party themes for any season.

Wedgwood has been a home style leader for more than 250 years and has remained at the forefront of consumer trends.

About WWRD US, LLC: WWRD US, LLC is the U.S. operating division of WWRD Holdings Limited, the leading provider of luxury home and lifestyle products worldwide, manufactures, distributes and sells well-recognized brands, including Waterford, Wedgwood, Royal Doulton, Royal Albert, Minton, Johnson Brothers and Franciscan. WWRD Holdings Limited maintains unique licensing arrangements with some of the most high-profile innovators in the home and lifestyle market, including Vera Wang, Jasper Conran, Monique Lhuillier, John Rocha, Barbara Barry, Gordon Ramsay, Martha Stewart and Michael Aram. WWRD products are distributed through premium department stores and independent retailers and wholesalers around the world, including the United States, United Kingdom, Japan, Canada, Australia and Ireland. The company employs more than 3,700 people worldwide. For more information, visit www.waterfordwedgwood.com.