Hallmark returns to Spring Fair with a new focus

Hallmark Cards will be returning to this year’s Spring Fair International to unveil its fresh new look and re-focused brand direction. This will be the first time the company has exhibited at the show in eight years.

The organisation, which has spent considerable efforts identifying its core proposition, has drawn on its many years of ‘celebrating relationships’ to hone in a key aspect of its offering; ‘bringing relationships closer together’. The greetings card and gift company will use its return to the Spring Fair to showcase some of its new product ranges and positioning; whilst also celebrating the brand’s new-look ‘Life is a Special Occasion’ look and feel.

Set to be a key attraction for card retailers at the show, Hallmark’s welcoming and attention grabbing stand will focus on the celebration of everyday occasions, profiling a wide range of cards from Hallmark’s product range as well as merchandise from the company’s brand new gift collection.  Products include Hallmark’s own line of baby and wedding gifts, brand new Recordable Storybooks and Interactive Story Buddies as well as stationery and Lucy Cromwell branded gifts (left).

Showing support to the specialist sector, Hallmark will also be launching a selection of gifting products at the event that will be available exclusively to the independent sector, as well as offering special discounts and incentives for retailers placing orders at the show.

Louise Hudson, marketing director at Hallmark Cards said, “We know that when people want to purchase a card or gift, that genuinely reflects the closeness of the relationship, they are more likely to go to an independent or specialist retailer to choose something reflective of that particular bond.  Our challenge in recent years has been to develop and replicate how those close connections communicate in a contemporary and creative way, often using humour and genuine insight to pinpoint a specific and meaningful occasion. We believe that in 2012 we are now well placed to capitalise on our expertise to bring a fresher more innovative understanding to the sector and as such our specialist and independent partners are going to be key.

“Hallmark has always known that its core strength is bringing relationships closer together and by focussing our brand strategy on this objective, we can ensure that we deliver products to independent retailers that meet consumers’ needs and reflect modern day to day relationships.

We want to ensure that our new brand positioning is communicated effectively to our customers – so what better place than the biggest retail show in the country!  We’re excited at being back and are looking forward to hearing firsthand what independent retailers have to say.”