HARRY ROSEN LAUNCHES $3 MILLION CAMPAIGN
By Adnews Staff
A new $3 million advertising campaign from Toronto-based Harry Rosen is designed to poke fun at the daily dilemmas men face. The campaign breaks Monday with print ads running in The Globe and Mail, the National Post, The Gazette, La Presse, Les Affaires, Calgary Herald, Vancouver Sun, Edmonton Journal and the Winnipeg Free Press. A separate transit advertising campaign running in the Montreal market only focuses on the downtown Montreal location rather than the brand itself, said Sandra Kennedy, marketing manager for Harry Rosen. Each ad is designed to highlight a selection of clothing available at Harry Rosen. One ad features a young man wearing a BOSS nylon jacket and pants. The man is seen standing in a subway reading a book. A dog leash he is holding runs between the closed doors of the subway car. The dog is not seen. A "Things to Do Today" list in the corner has "Walk Nancy's Dog" written on it. The tagline reads "You'll face a number of dilemmas in a day, what to wear shouldn't be one of them." The campaign, created by Harry Rosen's agency-of-record, Roche Macaulay and Partners Advertising, targets men in the 25-55 age group. Harry Rosen has also added a new interactive component to its Web site at <http://www.harryrosen.com> called "Ask Harry." Men can submit questions about their wardrobe dilemmas which will be answered via email. The site is expected to be online by April, Kennedy said. Harry Rosen operates 16 stores nationwide and five BOSS Hugo Boss shops in the United States.