David Jones Advertising Campaign

When David Jones first started, it emerged with “There’s no store like David Jones” as its slogan. The company decided to change it in 2011 to “Was. Is. Always. David Jones” This is one of its methods to help earn more profit.

David Jones has been using different media to promote the store; television, magazines, and fashion shows. All of its campaigns are heavily influenced by the current fashion. For a few decades, David Jones has used brand ambassadors to promote specific goods in the store as well as its overall image as a sophisticated trend-setting store. Some of their ambassadors are Megan Gale, Miranda Kerr, and Jessica Gomes.

What’s distinctive about the images used for David Jones’ campaigns is that most of them are simple yet glamorous portraiture. David Jones’ advertising campaigns have been to-the-point and effective. The simplicity of it has no doubt attract its target audience. David Jones has employed some of Australia’s best fashion photographers to cover their campaigns. Some of these photographers are Jamie Chapman (2012) and Max Doyle and Derek Henderson, who were assigned to work on David Jones Autumn/Winter 2014 campaign.

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Sources:

1. The Australian, “David Jones dumps its old branding slogan for ‘Was. Is. Always. David Jones’”, http://www.theaustralian.com.au/media/opinion/david-jones-dumps-its-old-branding-slogan-for-was-is-always-david-jones/story-e6frg99o-1226114788848, accessed May 18^th 2014
2. Campaign Brief, “Whybin\TBWA, Sydney and Maud unveil first work for David Jones’ Autumn/Winter campaign”, http://www.campaignbrief.com/2014/01/whybintbwa-and-maud-unveils-fi.html, accessed May 18^th 2014.