2012 Winners & Shortlists

The Brief

Create awareness and buzz around the launch of the Bloomingdale’s Dubai New York New York Collection in a way that captures spirit of New York City. The challenge was to not only bring out the energy of New York city and to showcase the spring/summer collection.

Describe how the promotion developed from concept to implementation

A 360-degree experience that captured the magic of NYC, reflected in 200,000 sq. feet of retail space by one symbol that tied the entire campaign together. Based on the insight that NYC is widely known as the Big Apple, we developed a logo that became an instantly recognizable symbol with a tagline that reminded consumers that both the event and the collection should not be missed. From taxi’s on the road, outdoor installations, promotions, collateral to displays in-store and in-mall, the campaign brought NYC to the UAE through elements that were reminiscent of the sights, sounds and energy of the city

Describe the success of the promotion with both client and consumer including some quantifiable results

The hustle and bustle of NYC was felt throughout the store with a 32% increase in footfall from the same period the previous year. With a 41% increase in sales, Bloomingdale’s – Dubai truly was the centre of the fashion world during the campaign period. Fashion Week had nothing on the New York New York Fashion Show which saw 989 pieces of the collection being sold in the 4 days after they made their runway debut. All press is good press and with the value of the press coverage received being 4,980,864 AED, we got a lot of good press.

Explain why the method of promotion was most relevant to the product or service

With the UAE being one of the most crowded retail spaces in the world, Bloomingdale's - Dubai needed to break through and set itself apart. We wanted to give our consumers a retail experience that captures the energy of NYC and gives them a new experience at every touch point.