John Lewis is launching an advertising campaign aimed at “reinforcing its fashion and home credentials” tomorrow (March 20).
The £1.5m campaign created by Lowe is timed to launch the spring-summer collections. The fashion campaign will feature model Karen Elson and will appear in magazines including Marie Claire and Vogue, in addition to national press, and on 40 billboards around London and in-store windows and point of sale.
A menswear version will feature John Lewis current men’s fashion face Matthew Avedo, who is grandson of fashion photographer Richard Avedon, and will run online and in-store.
Meanwhile the home campaign will appear in home consumer magazines and national press and will highlight “accent” pieces that can “instantly revive a room.”
Media planning and buying has been handled by Manning Gottlieb OMD. The direct marketing element of the campaign, to be sent to existing John Lewis customers has been created by Kitcatt Nohr Alexander Shaw.