Habitat prepares to reveal new pan-European advertising campaign

Supermodel Helena Christensen to promote Habitat across Europe in Propaganda's first strategic work for furniture retailer

The new campaign, entitled This is my Habitat, aims to encourage people to challenge the way they think about their living spaces and to celebrate the many different styles available from the store, targeting daring trend setters to those who are more naturally reserved. The press and poster advertising campaign created by Propaganda launches on 1 October and features Helena Christensen. Later executions in the 'This is my Habitat' strategy will feature other celebrities, including Bjorn Borg, celebrating their own interior decor styles alongside Habitat customers. Speaking about the new campaign, Habitat's CEO, Mark Saunders, said: "This is my Habitat is a new philosophy for us - created as a result of a strategic discovery programme that included consumer research in different countries across Europe. All aspects of the business, from pricing to in-store service, will reflect the new brand campaign ethos and inspire customers to turn their house into a home - that works for them and their lifestyle." The campaign will also be supported by a microsite and a competition that encourages consumers to upload images of their own habitat. PR in the UK will be handled by Red Consultancy and by Trimedia in Europe.