Nordstrom’s 2017 Holiday Campaign Celebrates Families

In Retail News, What's New by Ann Loynd

Nordstrom has just released its holiday campaign, titled for the second year as “Love, Nordstrom.” Shot by film director and fashion photographer Danielle Levitt, the campaign (debuting today in the U.S. and Canada) highlights the special relationship customers share with the company and with each other, depicting their stories through a larger-than-life video holiday card.

Following last year’s successful “Love, Nordstrom” holiday campaign, which put the spotlight on customers, Nordstrom asked customers to share their family stories which quickly confirmed that families are defined in many different ways, including lifelong friends and loving tribes who come together to celebrate the holidays.

“The holidays are about celebrating the relationships and people that are meaningful in our lives,” says Nordstrom Chief Marketing Officer Scott Meden. “For Nordstrom, that special relationship is with our customers. With this campaign, we want to celebrate our customers because they make us who we are – and we’re grateful to be able to share their family stories.”

Featured Families Include a group of FDNY firefighters, a tight-knit circle of friends who bonded as young mothers and customer Roynerah Clewis, who has been shopping with Nordstrom since she was a little girl.

Photographer Danielle Levitt also makes an organic appearance, speaking to the campaign shoot and what she loves about people coming together to share their joy and appreciation for one another. Danielle is pictured with her loving crew, including fiancée Harry and producer Stephanie.

The integrated campaign components include digital, print, out of home, in-store window displays, social media, shopping bags and coffee sleeves. There is also a ‘Love, Nordstrom’ navigation tab on Nordstrom.com to take customers to the full campaign experience. The campaign also includes a series of charming videos where the ad campaign comes to life set to the melody of Ray Charles’ song “Ain’t That Love.” The videos are posted on Nordstrom.com and on the retailer’s social and digital platforms.

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