NEW YORK — Continuing its effort to broaden its appeal, Harry Winston will boost its ad budget 20 percent to $3 million for the holiday and spring selling season.
This story first appeared in the October 18, 2002 issue of WWD. Subscribe Today.
The new campaign, created by Laspata/Decaro, the ad agency here, will once again feature Carolyn Murphy. Shot in Los Angeles, the new ads highlight jewelry for the all-important gift-giving holiday season. Ads will run in November and December consumer magazines. Different images will appear in March and April magazines.
Describing the holiday ads, Jim Haag, global director of marketing and sales, said: “It’s still a black-and-white campaign, and it’s still about ‘approachable glamour.’ It’s more relaxed, more real, more spontaneous and more sensual. This is her [Carolyn’s] lifestyle. She’s more relaxed and she’s let her hair down a little bit.”
Literally. Last year, she was styled to look more like Grace Kelly.
Photographed by Rocco Laspata, the holiday ads highlight the crescent broach, large, round diamond ring and all-diamond watch.
Sources estimate Harry Winston has retail sales in excess of $100 million.
For the year ended Aug. 31, Harry Winston’s global business is up 30 percent, while the U.S. business is slightly ahead. Haag pointed out that transactions in the U.S. are up 30 percent, and traffic at the New York flagship increased 47 percent. Haag attributed that to the Carolyn Murphy imagery that started running last fall, as well as advertising specific pieces. Harry Winston’s new bridal campaign for its engagement rings appears in The New York Times Styles section this month.
Holiday ads will run in W, Vogue, Departures, The New York Times, L.A. Times, L.A. Magazine, Vanity Fair and Town & Country.
As for the spring imagery, that’s still under wraps.
“We build off the awareness we get from the Golden Globes and Oscars. That takes us through Mother’s Day and summer,” said a Harry Winston spokeswoman.