A woman as image promoter

Hagebau Austria has inaugurated a new, far-reaching advertising campaign that centres around its building materials and DIY store guide for 2002/2003 called “Im Detail”, which is designed not only to be a catalogue but also to provide advice. There is also a CD-ROM version that has been sent out to 280 000 regular customers and the launch will include 500 TV commercials. Michaela Dorfmeister, overall winner of the World Cup in 2001/2002, has been enlisted to front the campaign. Hagebau’s marketing director Rita Schäffler considers that “to advertise with a female image promoter is a courageous and certainly unusual step” to take in the building industry.