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Simons breaks campaign in Edmonton
By Adnews Staff
Clothing retailer Simons has begun an advertising campaign promoting the opening on Oct. 17 of a new location at the West Edmonton Mall. This is the chain's first store outside of Quebec. The campaign, developed by Cossette, uses the tagline, "Dress Codes to Follow." The campaign consists of billboard and bus shelter ads, presented in two phases. The first phase, which will run until the store opens, depicts several models with their backs to the camera. The second phase, which will begin when the store opens, depicts the same models facing the camera. The outdoor campaign is being supported with print and online advertising intended to provide more details about the brands carried by the store. The company is also conducting a companion campaign aimed at younger consumers. These out-of-home ads will make use of quick response codes integrated into the pictures of the models. Scanning the codes with a mobile device will take consumers to a website at which they can enter a draw for a $50 Simons gift cards.