This story was updated Aug. 3 @ 12:03
Nordstrom is going all out to promote its arrival in Toronto.
The Seattle-based department store chain has launched an integrated campaign called “You First” to promote its new store openings at CF Toronto Eaton Centre on Sept. 16 and Yorkdale Shopping Centre on Oct. 21.
The campaign, which was created in-house, features Toronto-based/born models Yasmin Warsame, Kirsten Owen, Ashley Foo and Natasha Ramkay, as well as former Toronto Maple Leafs goaltender Jonathan Bernier. The fashion brands highlighted in the campaign include Chloé, Stella McCartney, Simone Rocha, Adidas, and Alice + Olivia.
“Those two words, ‘You First,’ are our promise and our point of difference,” said Nordstrom spokesperson John Bailey, in an interview with Marketing. “They also express our commitment to customers, service, and style, and they really put the customer first.”
Nordstrom worked with photographer Christian MacDonald, who “captured each model’s unique energy and personality to help bring that tagline to life,” said Bailey. Renowned fashion stylist Alex White, former fashion director at W Magazine, styled the shoot.
The campaign includes print, digital, radio and out-of-home executions.
On the print side, Nordstrom has created a 20-page onsert that will be polybagged with issues of Flare, Chatelaine and LouLou for subscribers in the Greater Toronto Area. Ads will also run in Toronto Life, the Toronto Star and The Globe and Mail.
A four-page onsert will be included in issues of Vanity Fair for subscribers in the GTA. Nordstrom is also the exclusive sponsor of the Vanity Fair/TIFF after party in September.
On the digital front, Nordstrom created a 360 video that features a local model in different fashion looks against the Toronto skyline. The 360 video, which lets viewers look around and create their own viewing experience, will run on social media channels including YouTube and Facebook.
Out-of-home placements include subway station takeovers at Dundas, Yorkville and Eglinton stations and downtown transit shelters. The transit shelter at Yonge and Dundas will feature campaign imagery as well as “Shazammable” posters that passersby can scan with their phones to be taken to Nordstrom’s website.
In addition, a 28-foot tall 3D recreation of the Nordstrom shopping bag will be installed high above Dundas Square.
The campaign also includes a branded mobile van activation outfitted with a photo booth and a tote bag customization station featuring a local artist; an interactive mirror to pay compliments to passersby at The Eaton Centre and Yorkdale; and opening galas at each store that will benefit six Toronto charities. The Eaton Centre gala will include two runway shows under a tent in Dundas Square, which will be live streamed on the Square’s digital screens.
Mindshare handled the media buy and The & Partnership worked with Nordstrom on the 3D shopping bag and transit shelter at Yonge and Dundas.
Nordstrom opened its first Canadian location, at the CF Chinook Centre in Calgary in 2014. It has since opened stores at CF Rideau Centre in Ottawa and CF Pacific Centre in Vancouver. A third Toronto-area location is slated to open at CF Sherway Gardens in fall 2017.
