Mr Porter launches geo-targeted Canary Wharf campaign to appeal to business audience
Men’s online retailer MrPorter.com has launched an advertising campaign in London’s Canary Wharf tube station as is looks to appeal to the business area’s “time-starved” consumers.
The takeover of the underground station, which will run until 15 June, sees the brand’s black and white creative cover over 70 screens and posters, as well as ticket gateways and escalator fins.
Mr Porter is also to launch geo-targeted search and online display advertising in the Square Mile and Canary Wharf area, and will distribute 20,000 copies of bi-monthly newspaper The Mr Porter Post to key businessmen in the area. It is also working with financial newspaper City AM on a cover wrap and ongoing editorial package.
Mario Muttenthaler, sales and marketing director, Mr Porter said: “The speed, efficiency and choice offered by our luxury service, combined with weekly editorial content and over 200 of the best global brands makes Mr Porter the perfect shopping destination for the time-starved customer. 3.5 million commuters will travel through Canary Wharf in the next four weeks, and we have created this bold outdoor campaign with their needs in mind.”
On entering and leaving the station, commuters will be targeted with “key brand messages” and product suggestions to upgrade their wardrobes for summer dressing, alongside style quotes from Hardy Amies, Oscar Wilde and Orson Welles.
Mr Porter is offering free same day delivery via its own Mr Porter Premier delivery fleet over the course of the campaign.