Luxury retailer Holt Renfrew has historically featured some of the world’s top models in its seasonal campaigns. But for its new fall campaign, the 179-year-old company is turning the spotlight on its customers and staff.
The campaign, “All Together At Holts” features 14 customers and two sales associates from Vancouver, Calgary, Edmonton, Toronto and Montreal. They were professionally photographed and profiled in videos, speaking to their individual style and sense of community. The campaign images and videos will be showcased on Holtrenfrew.com/alltogether.
“The campaign is really about celebrating the incredibly diverse style sensibilities and backgrounds of Canadians and Holt Renfrew shoppers,” said Alison Simpson, Holt Renfrew’s senior vice-president of marketing and customer experience.
“It’s really about connecting with and engaging in a conversation and embracing the incredibly authentic individuals who together make up the Holts community.”
Though Holt Renfrew hasn’t used customers in its marketing campaigns before, Simpson said the company has always been very customer-centric. “A big part of why Canadians come to Holt Renfew is for a great customer experience… This is about celebrating the relationships… and the communities in which we work and live.”
As part of the campaign, Holt Renfrew is inviting customers to share photos or videos of themselves showing their sense of style using #AllTogetherAtHolts. Photo booths will be set up in stores, but participants can take photos from elsewhere. They’re also asked to nominate or tag their style icon.
All submissions will be part of a gallery installation at Holts stores this fall. Two names will be drawn to win a shopping spree and the opportunity to be featured in Holt Renfrew’s 2016 spring campaign.
The campaign was developed in-house and will include national print and digital advertising, a branded e-newsletter and social media. Holt Renfrew is also creating an exclusive experience for its Holt Icon loyalty members, where they’ll have the chance to come in to Holts and have a professional photo done.
