Dr Martens puts focus on London

Dr Martens is putting London at the centre of its first promotional activity in four years as it seeks to boost sales by 10%.

The brand, traditionally aimed at teenagers, is being repositioned to target 18- to 35-year-olds.

The global campaign begins in September and consists of six documentaries, each following a Londoner leading an extraordinary life. The ads carry the strapline 'Outside of ordinary'.

Cinema teasers and outdoor activity will drive traffic to the Dr Martens website, www.drmartens.com, where the documentaries can be viewed.

As part of the focus on the brand's UK heritage, global marketing director Bobbie Parisi has relocated from the US to London.

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