Skagen is set to roll out a new ad campaign that will lead the watch brand’s imagery to dominate tube stations in London as well as shopping centres nationwide in the run up to Christmas.
The brand said that the campaign, which features a couple taking a winter stroll on a beach, is part of its strategy to reposition Skagen as a lifestyle brand. The campaign will run between now and December.
The ads will appear in nine London tube stations with sheet advertising, escalator panels and a digital wall ad at Oxford Circus. There will also be ads placed at the Manchester Arndale Centre, the Manchester Trafford Centre and the Birmingham Bullring.
The campaign will also run in a number of consumer magazines in the coming months.
Skagen head of brand Emily Zielinski told WatchPro: “Our main aim with the marketing campaign is to reach our end consumer through different marketing channels and formulate a way of plotting our path for future campaigns. It is important to direct our consumers to our retail partners by tagging the campaign in select locations but ultimately our objective is to bring the Skagen brand to the forefront of our consumers’ minds and grow the Skagen brand awareness further.
"We see this as the beginning of a new era for Skagen as we develop into a lifestyle brand. Our future growth will be fuelled by expanding our wholesale partnerships and through the expansion of retail stores and shop in shops and concessions. In these environments we can clearly articulate the Skagen story to our consumer.”