Eye-catching new Holt Renfrew campaign pinpoints targets

When Asian Canadians were identified as among the upscale retailer's most enthusiastic shoppers, the media strategy kicked in.

A print campaign to support the launch of Holt Renfrew’s new flagship Vancouver store features eye-catching creative and a media buy focused on Asian-Canadian papers like Ming Pao Vancouver and Sing Tao Vancouver. The four full-page ads, which broke this weekend, will also run in the Vancouver Sun.

Explains Sue Alexander Ash, VP, group account director at Toronto-based Initiative, which was in charge of media planning: ‘We did a buy in the Vancouver Sun to target the general Holt Renfrew customer, but also in Asian publications to target the Asian population because they are a very affluent and large component of the Holt shopper.’

The creative, by Toronto’s zig agency, features drawings of designer-clad models covered in architectural blueprints highlighting the array of departments and designer labels in the new 137,000-square-foot store. The tag is ‘More Space, More Designers.’ The store, which is twice the size of the previous Holt Renfrew Vancouver location, was designed by New York-based architectural firm Janson Goldstein.