Advertising

Spring Summer 2009

Tourist Advertising Campaign

Above: Dress by Peter Pilotto, click here for stockists.

Harvey Nichols Launches New Tourist Advertising Campaign

Harvey Nichols has launched a new advertising campaign this spring in response to the rise in tourists due to the fall in the value of the pound, and to target the increasing number of visitors who are in London to shop. The campaign showcases a selection of this season's key fashion, beauty and food products, all sold at Harvey Nichols Knightsbridge.

Year-on-year sales figures from Harvey Nichols have shown a significant increase in spend from international shoppers with the arrival of more European customers and in particular the Chinese (84%), Arab (66%), Russian (54%) and Brazilian (52%) visitors, snapping up favoured brands such as Lanvin, Stella McCartney, Alexander McQueen, Balmain and accessories from Zagliani and sunglasses from Tom Ford.

Julia Bowe, Marketing Director for Harvey Nichols comments, "The international shopper is a key customer group to Harvey Nichols. In this current economic climate, the UK and Harvey Nichols is an even more attractive shopping destination due to the fall in the value of the Sterling. We believe this series of ads will appeal to the sense of humour of the international customer looking for London's leading selection of fashion, fragrance and food."

The advertising campaign plays on the stereotypical image of the English and in true Harvey Nichols fashion; the humour is highlighted with witty references to the traits of the English, as perceived by tourists.

A selection of Spring/Summer 09 brands from Harvey Nichols appear in the campaign, each shot on an elegant black background to highlight their standout beauty, including a single Lanvin yellow patent shoe with gold heel, Peter Pilotto's multi coloured dress, an optical men's stripe jacket from Alexander McQueen and accessories from Balenciaga and Marc Jacobs.

The ads are written in a series of different languages with English translations and will be advertised in London taxis and specialist tourist magazines with strap lines as follows:

. Shoes: "The English are known for having bad teeth, that is why they need beautiful shoes."
. Womenswear: "The English are well known for their fondness or orderly queues. That's until the latest collections arrive in our store."
. Menswear: "The English gentleman is known for being a little boring in the bedroom. Except of course, when it comes to his wardrobe."
. Handbags: "The English are well known for hiding their emotions. Except when it comes to these little beauties."
. Beauty: "For every three single women on our small island there is one eligible man."
. Food: "The English like to moan about their bad weather. That's because they can no longer moan about their bad food."

Created by DDB London and shot by photographer Paul Zak, the six different executions will be translated in the following six languages: Chinese, Arabic, Russian, French, Portuguese and Italian.

*Source of sales figures: Premier Tax Free

Above: Jacket by Alexander McQueen, click here for stockists.

Above: Shoes by Lanvin, click here for stockists.

Above: Food and drink available at all Harvey Nichols Foodmarkets
and Wineshops.

Above from top: Bags by Alexander McQueen, Marc Jacobs and
Balenciaga, click here for stockists.

Above: Beauty products from a selection at all Harvey Nichols
Beauty departments