By CAMILLA PALMER, campaignlive.co.uk, Friday, 02 August 2002 12:00AM
The four executions highlight several sections of the Knightsbridge department store which have been revamped: men's and women's fashion, contemporary homewares and its newly branded cosmetics section, called the White Room.
Each ad uses photography to highlight the products on offer, combined with a series of straplines designed to boost traffic in the four different departments. Media was planned and bought by PHD, and the ads will run on the capital's poster sites as well as in newspapers, magazines and on in-store communications material.
The intention is to remind Londoners that Harrods is the ultimate luxury destination, and make it relevant to a younger, more fashion-savvy audience, for whom the shopping experience is key. A TV execution may also be rolled out during Harrods' sales.
The campaign, written by Ben Tollett and art directed by Emer Stamp, comes as Harrods aims to recapture trade lost after the 11 September attacks in the US. It also wants to reposition itself against its competitors such as Selfridges and Harvey Nichols, which are more firmly entrenched among a young and affluent audience.
The Leagas Delaney chief executive, Tim Delaney, said: "This work marks a major departure from the look and feel of previous campaigns, and signals the beginning of a new, more contemporary dialogue between Harrods and its audience."
This article was first published on campaignlive.co.uk