Debenhams’ innovative campaign, debenhamsheritage.com, beat strong competition from ten other shortlisted agencies to win a £250,000 multimedia ad campaign which will run across a selection of the NatMag portfolio.
The campaign, which capitalises on the popularity of ‘vintage’ and ‘retro’, will feature display ads in the May issues of Cosmopolitan, Company, Harper’s Bazaar, SHE, Reveal and Good Housekeeping and on websites including harpersbazaar.co.uk, youandyourwedding.co.uk, handbag.com, allaboutyou.com, cosmopolitan.co.uk and company.co.uk.
The NatMag-built microsite, debenhamsheritage.com, is a joint celebration of helping women feel fabulous over the decades. NatMag which celebrated its 100th birthday last year reaches millions of women through its brands, and Debenhams has been trading in women’s fashion on the high street since 1813.
The website showcases exclusive products available at Debenhams, with looks inspired by the decades including 1920s, 1950s and 1970s and takes a retrospective look back through the years at vintage Debenhams adverts and NatMag covers. Debenhamsheritage.com also profiles style icons including Elizabeth Taylor and Farrah Fawcett showing users how to get their look at Debenhams.
The NatMag 100 Award which launched in June 2010 formed part of NatMag’s 100th birthday celebrations.
NatMag Group Commercial Director, Matt Salmon (pictured) says, “Debenhamheritage.com is a brilliant concept which not only demonstrates clever multimedia thinking but utilises our brands in new and innovative ways. Debenhams and NatMag have helped women feel fantastic over the decades and will continue to do so for years to come.”
Jane Exon, Head of Marketing Operations at Debenhams says, “The name Debenhams has led the way in design on the High Street since 1813 and we are very proud to work with NatMag to communicate this to new and existing customers. This joint venture has resulted in the creation of an online style bible for women which really brings our heritage to life. We look forward to the customer response to the campaign and continuing to work with NatMag to help women feel fabulous”.
