Officeworks reinforces that nobody does Xmas like them in latest campaign via AJF Partnership


Officeworks has launched its Christmas campaign this week via AJF Partnership, Melbourne with integrated marketing activity that reinforces it’s a serious Christmas destination for customers looking for gifts that mean more this festive season.

In addition to the two Christmas catalogues it will have in market across November and December, the retailer has developed its first ever printed Christmas gift guide, a 12-page spread showcasing its range of gift options, which will be inserted into newspapers around the country on 7 December.

Says Officeworks General Manager Marketing, Jess Richmond: “We know lots of our customers want to purchase special gifts for loved ones but when push comes to shove, they end up making the same choices.

“We want to put the spark back into Christmas shopping by showcasing our range of tech, stationery, art, STEM, education and personalised photo gifts to inspire people to consider Officeworks as a destination that really does have something for everyone on their list.

“Team members will be bringing the Christmas cheer more than ever to customers that shop in our 167 stores across the country and online we’ve built a gifting destination that allows customers to shop our range based on popular brands, trending products or based on the personality of people on their Christmas list,” she said.

The product offer is supported by the retailer’s extended trading hours, 2-hour Click & Collect, same or next day delivery and free parking, making it easy for people to shop in-store or online, or a combination of both.

The above the line activity features across TV, radio, OOH, digital and social media, and is complemented by search and PR, as well as a B2B and B2C CRM program.

At the heart of the marketing creative is a decorated life-size Christmas tree made from J.Burrows Premium 100% Recycled A4 Copy Paper, part of Officeworks’ own brand product suite.

• Creative: AJF Partnership, Melbourne
• Media: Initiative
• PR: Haystac
• Performance Marketing and Social Media: Columbus