Holt Renfrew is making community, diversity and customers’ individual style the centerpieces of its fall ad campaign, “All Together at Holts.”
Launching on Tuesday, the campaign’s print and digital ads feature 14 Holt Renfrew customers and two sales associates — all photographed in pairs — who were selected from Canadian store locations in Vancouver, Calgary, Edmonton, Toronto and Montreal.
“These women had not met before, so watching them connect and get to know one another was a wonderful moment,” said Alison Simpson, Holt Renfrew’s senior vice president of marketing and customer experience.
The aim was to celebrate the meaning of community throughout this campaign. We don’t really see this as just a fall campaign,” Simpson said. “Our goal is to start a conversation about diversity and individual style. But it’s also about celebrating community and relationships. Luxury is an evolving thing in retail and it’s always dynamic. But building relationships has always played a role in our business. This campaign is a way for us to expand that message in our stores.”
Throughout the campaign viewers can read profiles online about Holt’s new style stars, who share their views on what community means in the 21st century.
Shoppers will also be invited to submit photos of their individual style for 15 days, starting Tuesday, using the hashtag, #AllTogetherAtHolts. These images will be used to create an in-store and online gallery.
Two winners will be selected from these entries at the end of October. Each will earn a 1,500 Canadian dollar, or $1,135 at current exchange, shopping spree and an offer to participate in Holt Renfrew’s spring ad campaign.
Earlier in September the retailer launched the Holt Renfrew TV Channel for a 12-month run on Air Canada enRoute In-flight Entertainment, the free, on-demand programming offered on the airline’s domestic and international flights. The channel’s documentary-style content was created to humanize the luxury brand for consumers.