Holt Renfrew has dressed up a diverse group of well-known Canadians to promote its luxury retail brand this spring.
The “Spring. All together at Holts,” campaign includes some “inspiring ambassadors of Canadian style” such as professional basketball player Cory Joseph, musician Calvin Love, social columnist and author Shinan Govani, and Munk Debates chair Rudyard Griffiths, to name a few.
Alison Simpson, Holt Renfrew’s senior vice-president of marketing and customer experience, said the new campaign is a fresh take on the “all together” theme from its fall campaign, where it turned the spotlight on its customers and staff.
“The goal of the campaign is to connect with, and engage in, a conversation with Canadians and with our customers,” Simpson said in an email.
“Our fall campaign was met with great fanfare from our employees and our customers, and we hope to keep the conversation going by again turning the lens onto our valued community, celebrating the diverse style sensibilities and background of Canadians.”
She said the campaign features a “vast snapshot” of its customer base across the philanthropic, arts and business communities.
The target demographic is both customers that shop at the upscale retailer, “and those that aspire to,” Simpson said.
Others featured in the campaign include fashion stylist and image consultant Cary Tauben, philanthropist Manjy Sidoo and the fall campaign’s social media contest winners Tina Dhillon and Kent Hadi.
Holt Renfrew said the #AlltogetheratHolts spring campaign will be live through to April 19 and appear across traditional, digital and social media. That includes a mix of outlets such as The Globe and Mail, Facebook, Instagram and Chinese language media such as Ming Pao.
HoltRenfrew.com will include images, behind-the-scenes footage and in-depth profiles of all 18 Holt “Icon Privileges” customers, the company said. The images will also appear on the covers of its spring 2016 magazine and at an in-store launch event on Feb. 11 in Toronto.
There will also be an Instagram photo studio, where customers can curate a professional photo of luxury spring fashion and share using #AlltogetheratHolts. Participants get a chance to win a Holt Renfrew gift card.
All of the creative was done in house, Simpson said.
Holt Renfrew also kicked off its partnership with the Juno Awards this week, which will include events leading up to the event in early April.
“This dialogue with our customers will be ongoing and we are looking forward to creating what is next for our customers and our stores,” Simpson said.