Loewen Launches New Ad Campaign

Fresh new aesthetic and messaging a great fit for the 99-year-old brand

Employees, media and customers will all have noticed a new “look and feel” to Loewen. Our new ad campaign, which launched earlier this summer, is closely tied with our collateral and our Web site.

Where We’ve Been: Reflections

The Loewen “Reflections” print ad campaign consisted of four thematically similar iterations used in every channel, from trade show imagery to fridge magnets and including every kind of magazine – luxury, shelter, architect, etc.

Arresting and memorable, the campaign was primarily designed to build brand awareness.

“Reflections” succeeded in driving awareness, but it did not fully carry the Loewen message of luxury positioning. As it was closely linked to traditional architecture, the ads were not a perfect fit in some of the publications where they appeared.

The Solution: DCI

The new “Design. Create. Inspire.” creative carries a compelling message and while it is perhaps not as arresting as “Reflections,” it is visually appealing and makes the product - not the ad concept - the hero of the piece.

Unlike “Reflections,” it does not tie us as strongly to tradition and the unintended suggestion that Loewen is best suited to a particular style of architecture.

The new DCI creative is flexible and can be used in both vernacular and in imagery. Each message is customized to suit the audience and can be manipulated to meet special needs, events and other common marketing requirements - a strongly INTEGRATED communications strategy that can be tweaked for each individual iteration.

While it is flexible, each articulation of the DCI campaign is graphically and stylistically related and delivers a consistent “backbeat.”

Similar tone, appearance, style/motif iterations are being deployed across all communications channels. This strategy ensures great brand consistency including internal and dealer audiences.

Proposals for 2005 media planning are being accepted now until August 20, 2004. For more information, or to request a copy of the RFP, please contact Lindsay Hildebrandt, Marketing Communications Coordinator, at .

Lindsay Hildebrandt
Marketing Communications Coordinator - Media Specialist
Loewen