Myer kicks off spring/summer campaign as stalled pitch enters second year

Myer has kicked off its 2015 spring/summer campaign with a beach themed campaign shot in Fiji and created by Ogilvy Melbourne.

The launch of the campaign comes as the stalled Myer creative pitch enters into its second year. In December the retailer shortlisted Badjar Ogilvy and Clemenger Melbourne, however no progress has been made since and with John Joyce, head of marketing, departing in May and his replacement Daniel Bracken yet to take on the role.

The ‘Ninety Days of Summer’ campaign features a team of models, and Myer ambassador Jen Hawkins, who showcase Myer’s new season looks and trends.

Shot on location in Fiji as a result of a partnership with TourismFiji, the commercial moves from different shots of models showcasing outfits while text is used to showcase the designer’s details.

Myer national sales and promotions manager Natalie Warren-Smith said: “The new campaign strongly supports the proposition that Myer truly understands its customer and the way they live. Australians thrive on the warmth and beauty of summer and all it has to offer, so we needed a campaign that would resonate and connect deeply with our customers.

“‘Ninety Days of Summer’ allows us to use every single one of those days to talk to and inspire our customers and make every moment count. We are very excited about the campaign’s potential.”

It is running across free to air and paid TV throughout the spring/summer season and is complemented with catalogue, print, outdoor, digital and social media.

The campaign follows on from David Jones launching its spring/summer season with an ‘explore’ themed campaign.

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  • Creative Director – Billie Georgieff
  • Writer – Cate Lane
  • Senior Account Director – Georgie Brown
  • Account Manager – Daniela Taleska
  • Media – Ikon

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