Oxfam overhauls image of stores

Oxfam’s retail store division, Oxfam Trading, is launching a media relations drive to raise awareness about its retail offering.

The charity has appointed Banc to raise the profile of its core Oxfam stores and online retailing, as well as its book, music, homeware and bridalwear specialist shops.

The agency is embarking on a PR blitz to promote the charity’s Christmas products, targeting festive supplements on regional newspapers, long-lead women’s and men’s magazines, specialist toy press and fair-trade retail publications.

Banc also plans to publicise Oxfam Trading’s presence at pop festivals throughout the summer and then publicise fundraising statistics from the events to sell in to local media. ‘Oxfam Trading currently suffers from a dated image as a second-hand clothes retailer, but the stores actually sell a wide range of products,’ said Banc MD Andrew Baud, who heads the account.

Banc intends to hold a ‘Photography Month’ in August to raise awareness about its photography goods sales and donations. It will also run a PR campaign to increase the recruitment of young volunteers to staff shops.

Banc won the year-long account in a non-competitive pitch following its work promoting Oxfam’s fair-trade Progreso coffee shops, which it won in April.

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