Harvey Nichols targets tourist to boost spring summer sales

Harvey Nichols, the upmarket department story, is launching a new ambient and press ad campaign to lure wealthy tourists into its stores.

The campaign, created by DDB London, is designed to play on the stereotypical image of the English as perceived by tourists, such as: “The English are known for having bad teeth, that is why they need beautiful shoes.” It will appear in black cabs and tourist focused magazines.

Six different images of spring summer 09 brands stocked in Harvey Nichols Knightsbridge appear in the campaign, shot by Paul Zak, including a Lanvin shoe and accessories from Balenciaga and Marc Jacobs.

The images will be accompanied by straplines in Chinese, Arabic, Russian and other languages to attract tourist, who are spending more and more each year on key designers in London, according to the department store.

A pre-Christmas campaign created by DDB London featured Wallace and Gromit following a deal with creators of the animated duo Aardman


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