John Lewis gets patriotic with store wraps
By Maisie McCabe, marketingmagazine.co.uk, Monday, 23 July 2012 04:54PM
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.
John Lewis: showing the flag in support of the 2012 Games
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.
This article was first published on marketingmagazine.co.uk
Related articles
- Westfield sets first Christmas TV ad to Rod Stewart track
- John Lewis to launch first pop-up shop
- John Lewis bounces back after London 2012 'feel-good' factor kicks in
- Olympic sponsor John Lewis latest victim of London 2012 'ghost town'
- Out and About: Olympic outdoor special 19 July
- John Lewis seeks partners to expand 'click and collect'
Additional Information
Campaign Jobs
- Designer/Illustrator/Children's Designer Premier Media plus excellent benefits, Central London
- Lead User Experience Designer -London - £55,000-£65,000 Digital Gurus £60 - £70 per annum, London
- Senior Account Manager Gemini Search £34000.00 - £38000.00 per annum, City of London
- Powerpoint and Infographics presentation designer 30 to 40k+ Digital Gurus £30 - £45 per annum, London
- Web Development Manager NG Digital Marketing 30-35k DOE, South West
Most viewed
Most commented
-
Chronicles of Cannes – Day Two: The Redux
Day two dawned….and with it another migration back to the Palais.Annie Leibovitz explained the art of bringing a story down to a single moment, and shared the inspiration behind the campaign she created with Disney making tales as old as time relevant to today. We heard from Astro Teller, Captain of Moonshots at Google (yes, really) reinforcing the importance of storytelling in driving audacious invention. Mother warned us to hang on to the joy of craft and keep our brains happy in order not to become advertising douchebags. And Facebook discussed scalable creativity.
Read more on Chronicles of Cannes – Day Two: The Redux…
