Holt Renfrew is hitting the road with a pop-up truck designed to give consumers a taste of the retailer’s in-store experience.
The truck is an experiential extension of Holt Renfrew’s “Spring. All. Together.” ad campaign, which launched in early February. It started its rounds through downtown Toronto and the GTA last week and will be in market until March 26.
Alison Simpson, Holt Renfrew’s senior vice-president of marketing and customer experience, told Marketing the brand wanted to give consumers the chance to experience one of its window displays from the inside.
More than a billboard on wheels, the truck has a physical space consumers can enter that draws heavily from the visuals of “Spring. All. Together.” One side of the truck clear, while the other is lined with the art from the campaign. Inside, the roof of the truck is covered in the same colourful wagasa umbrellas from the campaign photo shoot. Holt Renfrew also worked with one of the well-known Canadians who starred in the campaign, Madison van Rijn, and her business partner, Lauren Wilson, to create a flower wall inside the space.
Along with nods to the campaign are curated “must-have” items for spring for men and women that are on display inside clear plexiglass cubes.
“The truck is really another way for people to have fun engaging with our All. Together. Holts. campaign,” Simpson said. “It’s like a Holt Renfrew party on wheels with our staff welcoming customers on board to experience the campaign come to life.”
Every day through the end of the month, Holt Renfrew will share the truck’s location with its social media followers in hopes they will stop by. Consumers who visit the truck can take a photo in front of the flower wall for the chance to win one of the “must-have” items. Each day, Holt Renfrew will give away nine prizes, including some pricy items, such as a $770 Marni necklace, $360 Prada sunglasses and a $685 Mansur Gavriel tote.
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The truck is scheduled to visit a number of high-traffic locations such as the Distillery District, Square One and Yorkville. It will also make a stop at Toronto Fashion Week later this month.
Simpson said the brand chose locations where its customers “live, work and play,” adding that she’s hoping the promotion also reaches consumers who aren’t familiar with its in-store experience.
The truck was design by Holt Renfrew’s in-house marketing team, with logistical support provided by the brand’s media agency, Dentsu.