Men’s clothing retailer Harry Rosen is again tapping well-known Canadian faces to appear in its weekly newspaper ads, but this time it’s all business.
A business- and innovation- focused print campaign launched yesterday featuring four prominent members of the business community, including one very familiar to the ad industry, Rob Guenette, Taxi’s newly minted CEO who knows his suits.
Guenette’s personal fashion sense is as much a part of his reputation as his professional successes. He appears in the campaign kick-off ad alongside Roger Martin, dean of the Rotman School of Management, Robert Deluce, president and CEO of Porter Airlines, and Matthew Corrin, founder and CEO of the fast-growing Freshii restaurant chain.
“I think this strategy is pretty smart,” said Guenette. “Looking at who they chose, they’re cutting a pretty wide swath of influencers and people in business. You look at Robert Deluce or Roger Martin, these are very successful people. Celebrities are really cool and can connote a certain style, but when you use real people with real accomplishments it can make it more approachable.”
Each of the models will be featured solo in ads set to appear over the next six weeks. Photography for the campaign can be viewed at http://thenewconfidence.squarespace.com, a blog launched March 8 to accompany the new campaign.
“Our experience tells us that in a challenging economy, maintaining your personal image is crucial and can go a long way towards instilling the confidence that is needed to ensure continued success,” said Larry Rosen, CEO and chairman of Harry Rosen Inc., in a statement. “I am thrilled to showcase not only four of our loyal clients, but four outstanding businessmen who are doing their part to help bolster our economy through their business acumen and leadership.”
Harry Rosen ads have previously featured Canada AM host Seamus O’Regan and Olympian Adam Van Koeverden. The company makes a donation to a charitable organization in each model’s name in lieu of a fee.
