Fortnum & Mason has deployed a strategic OOH campaign with JCDecaux to support the launch of their new store at St. Pancras International Station.
Fortnum & Mason will be branching out to the affluent and highly connected commuter audiences at King’s Cross and St. Pancras International Stations by announcing the opening of their second UK store on JCDecaux’s digital screens.
The creative will engage commuters and highlight the store’s new location with tongue-in-cheek straplines such as: “France may come as a bit of a disappointment” and “The reason they spruced up the station”.
"St Pancras is London's Grand Central Station," said Ewan Venters, Chief Executive of Fortnum & Mason. "It's a great opportunity. We feel that the centre of gravity in London is moving north and east from Piccadilly. Thirty five million people a year go through the station, and nearly a quarter of those people are going there to shop rather than to travel."
As the first UK store to open in 307 years, commuters will be offered traditional Fortnum & Mason’s produce, including a St. Pancras tea blend, and a number of ‘en route’ dishes paying tribute to Eurostar’s destinations.
The campaign was planned and booked by Digital Navigator Ltd.