House of Fraser targets residents of Cambridge and Bath with locally-focused print campaigns

House of Fraser has revealed its first work by 18 Feet & Rising since the creative agency was appointed to handle the retailer’s advertising and above-the-line creative and strategy.

The locally-focused campaigns celebrate the re-opening of the retailer’s Jolly's store in Bath and the launch of new outlet in Cambridge.

Entitled Cambridge Cinderellas the local promotional drive features 24 print ads in the style of ‘Missing’ posters. As the name would suggest the ads features shoes, from brands including Linea, LK Bennet and Kurt Geiger, hidden in locations around Cambridge.

The print campaign doubles as a competition with real shoes hidden around Cambridge which, when found, can be taken to the House of Fraser store to be exchanged for a brand new pair in the winner’s size.

The Bath creative focuses on the return of House of Fraser’s Bath store, Jolly’s, which has been refurbished following a six-figure investment.

The print ads feature the strapline ‘What have we done?’ with the store’s heritage represented by antique objects commenting on its new look and brands.

Alex Delaney, creative at 18 Feet & Rising explained that for each campaign the agency wanted to “create something that was unique to its location and captured a sense of that place”.

The Cambridge Cinderellas will run from today (Wednesday 15 October) with the competition also going live on the same date. The Cambridge Evening News will feature a promotional wrap tomorrow (16 October) to increase awareness.

The Bath work will run in local and national press, on 6-sheets and bus sides this month, reappearing at Christmas.

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