John Lewis gets patriotic with store wraps

John Lewis, the official department store of London 2012, has wrapped its Oxford Street and Westfield Stratford City stores with branded banners as part of its support for the Games.

  • tomdaley.jpg

    tomdaley.jpg

  • six.jpg

    six.jpg

  • seven.jpg

    seven.jpg

  • one.jpg

    one.jpg

  • two.jpg

    two.jpg

  • three.jpg

    three.jpg

  • four.jpg

    four.jpg

  • five.jpg

    five.jpg

of

The John Lewis store on London's Oxford Street has been wrapped with an asymmetric British flag, while a banner displaying a medal made out of items shoppers can buy in John Lewis has gone up at Stratford.

The retailer has also worked with fellow London 2012 partner Adidas to install giant banners and wraps at both its Cardiff and Sheffield shops.

An 80-foot image of Team GB athlete Tom Daley is on display across the front of John Lewis Cardiff, while shoppers at John Lewis Sheffield are greeted by a 40-foot image of Team GB athlete and local girl Jessica Ennis.

The idea for the project was devised by Omnicom's Manning Gottlieb OMD and the banners were realised in conjunction with Posterscope's Hyperspace and large-format outdoor media owner BlowUp.

Visitors will be directed to the official Olympic departments, which have been set up in branches of the stores to sell branded Olympic goods such as Wenlock and Mandeville soft toys.

The banners are part of a wider campaign aimed at targeting both domestic and international tourists while they are out and about around the Olympic venues and travelling around the capital.

Other marketing activity from John Lewis includes press ads in the official Olympic programmes, traditional and digital sites on the London Underground and press ads in conjunction with Adidas and Panasonic.

At the Winter Olympics in Vancouver in 2010, department store Sears wrapped its stores in the red and white of the Canadian flag to show its support and affiliation with the Games.

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.

SUBSCRIBE

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now
Omnicom shuts M2M in UK after account losses
Share

1 Omnicom shuts M2M in UK after account losses

Omnicom has shut its media agency M2M in the UK following a string of account losses and Alistair MacCullum, the chief executive of M2M, is stepping down.

Brands that forge an emotional tie are best protected from copycats
Shares0
Share

1 Brands that forge an emotional tie are best protected from copycats

Forging an emotional tie with consumers is one of the strongest ways to protect your brand. Products can be copycatted, but the distinctive identity of a true brand can never be replicated argues Nir Wegrzyn, CEO of BrandOpus.

Just published