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John Lewis ‘Liverpool’ direct mail campaign

Agency: Kitcatt Nohr Alexander Shaw

Client: John Lewis

Retailer, John Lewis Partnership (JLP) is launching a direct marketing campaign to promote the opening of their new department store in Liverpool.

Created by Kitcatt Nohr Alexander Shaw the agency were tasked to create a direct mail campaign to bring to life the excitement of the new John Lewis store on Paradise Street in Liverpool.

The mailing, targeting existing John Lewis customers, invites recipients to the new store opening event. It also asks them to invite their friends to sign up online at to attend the event or enter a prize draw.

The agency devised a mailing for in the shape of the iconic Ordnance Survey Map.  Once the concertina map is opened, it highlights the route from the old Liverpool store to the new store on Paradise Street.

Across the map are emblazoned images of the range of goods available to buy at John Lewis from kitchenware, furniture, audiovisual equipment and fashion. 

The mailing, aimed at women who love to shop, seeks to show how the new store will revolutionise shopping in Liverpool and to invite customers to come in and have a look.

Head of Direct Marketing at John Lewis Partnership, Miranda Goodenough, said:  “Our new store is airy, bright and spacious, with great dining and the biggest range of brands ever seen in Liverpool.   We wanted the new Liverpool store opening to be seen as a major event for serious shoppers and as a significant feature in the successful regeneration of the city.

“This exciting mailing will help create a buzz of excitement prior to the event and ensure that recipients have a clear reason to visit the new store on and after the opening in late-May.”

Other launch marketing activity will include online, outdoor, press and radio devised by Lowe London.

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