David Jones is an iconic and revered brand across the Australian market looking for luxury department store products and service. The audience for the David Jones ‘Christmas Book’ is men and women aged between 25-45 in a higher socio-economic quintile.

Method

• The publication was creatively developed to showcase luxury with high-end brands styled with a bold colour palette complementing the gold luxe, satin ribboning throughout and a gold foil cover. Mailed directly to 177,000 of David Jones, highest spending David Jones Card-holders, this was a targeted campaign positioning premium brands and quality. The creative presence was carried through all David Jones Christmas publications with ‘Gifts and Gadgets’ and a broader ‘Now it feels like Christmas’ catalogue reinforcing the brand positioning and campaign objective of creating David Jones as the destination for a beautiful Christmas. The campaign line – One name: endless possibilities, reinforced this.

The results

• Strong brand positioning and equity build not only with the direct mail premium publication, but also the expansion across all publications during the campaign period was achieved. The positioning of David Jones being the destination of endless and beautiful Christmas possibilities was well developed and communicated. The premium Christmas Book mailing further proved its effectiveness with a sales uplift of a staggering 6% YOY over this period.

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