NEW 2010-2011 ADVERTISING CAMPAIGN

A SIGNIFICANT STEP INTRODUCING A NEW APPROACH TO COMMUNICATION A new type of creativity (developed from the previous one), with a view to enhancing the company values, for a friendly, warm, comfortable, refined environment, with which you can easily identify. Designed to launch the Andersen seating system (Senza Tempo Collection 2010) and revive - for an image coordinating with the new items for 2010 - the tremendously successful product, Williams (The New ‘09 Collection). Hence Minotti has renewed its commitment to an increasingly impactful, clearly recognizable communication strategy, thereby further proving to be a trendsetter.We thought of a concept which should recreate a more natural setting, where the architecture of spaces should play a discreet, noninvasive role. A home where you can feel at ease, warm and cosy, synonymous with refined taste, just like Minotti’s way of life. A press campaign which marks a further development in the company’s approach to communication, while being faithful to its origins.A fresh, bright image, which has involved concentrating on decoration: from the objects and materials to the colour and natural light effects.The graphics have also been revised, to lay stress on the Internet site, www.minotti.com, the first and foremost company communication tool. As well as the Andersen and Williams systems, the bestselling products, Hamilton, Hamilton Islands and Jagger, will also soon be photographed. CreditsArt Direction, Minotti StudioStylist, Simona Sbordone Photographer, Federico CedroneCoordinator, Rodolfo DordoniFinally, let us draw your attention to two figures which will help you understand Minotti’s effort: this year the company’s products will be published in over 100 Italian and international magazines, for a total of over 600 pages.COMMUNICATING TODAYAN INTEGRATED COMMUNICATION FOCUSED CAMPAIGNYesterday: Minotti pioneered a new approach to communication, as a focal point of the corporate strategy, introducing the concept of “home representation” and planning to have its products published in national and international interior design and other magazines, targeting a segment which had not been considered before - that is, information and women’s weeklies.Today, 2010: Minotti, which still relies on a deliberately understated style, has further developed its creativity, to effectively express the company values and allow the key ingredients of a dynamic communication strategy to meet, because, now as in the past, “the future is already here for Minotti”. The website (thoroughly changed, to let regularly updated images and videos talk), the monobrand stores (21 flagship stores, which promote Italian design worldwide) and the events (with our dealers and trade fairs) have become the real players in communication. Integrated communication, looking to products and materials below the line.

28/9/2010

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