DAVID JONES is using a campaign featuring CEO Peter Wilkinson to prepare Western Australians for the retailer’s arrival in Perth next year.
The campaign features Wilkinson in a 45-second TVC and includes print executions and in-store ticketing.
Saatchi and Saatchi director Sharon Skeggs said the retailer's chief was chosen as "somebody who had authority and who had responsibility of David Jones to speak directly to the people of Perth".
The TVCs feature the message "We're delivering David Jones to you".
The print component was launched in Western Australian newspapers on the same day as the TVCs.
The information panels and brochures, now on display in all Aherns stores, detail how the introduction of David Jones will impact Western Australian consumers.
Developed by Saatchi & Saatchi, the campaign was designed to inform Perth residents about David Jones' plans for Perth, which involve the rebranding of the Aherns chain of stores as David Jones.
David Jones marketing manager Michelle Cronin said the campaign was informative and would answer any questions that WA residents might have about the retailers move into the market in early 2002.
