Department store Myer has opened up about its new exotic partnership to ragtrader.com.au.
Keen to take a different approach to promoting its spring/summer 2013 new season Australian and international designer collections, Myer has partnered with South African Tourism for a fresh campaign.
The shoot, which was took place in South Africa's Sun City and the Pilanesberg National Park, sees Myer ambassadors Jennifer Hawkins, Kris Smith and Jessica Hart modelling Myer's new season collections in a safari setting.
The final campaign, supported by South African Tourism, South African Airways and Sun International, will roll out from this month across a variety of print and online media with the collections to drop into Myer stores in August.
As part of the campaign, Myer – in conjunction with South African Tourism – will also offer shoppers around Australia the chance to win a trip to the locations the Myer ambassadors visited, through competitions for Myer One members and on Channel Seven’s Sunrise.
Myer group general manager, marketing & brand development, Megan Foster said the choice of location for the campaign and the ensuing partnership with South African Tourism was made partly due to the strong fashion tribal trend that is sweeping across Australia currently.
“We decided to shoot in South Africa because spring/summer fashion continues to take inspiration from nature and South Africa’s natural magnificence and mysterious intrigue resonates with our offering at Myer,” she said.
South African Tourism general manager Australasia Lalie Ngozi said the tie-up would also serve to showcase not only South Africa's natural beauty, but also its potential as a fashion destination.
“South African Tourism is excited to partner with Myer to showcase the best of Australian and international fashion designers and to give Australians the opportunity to see just how beautiful our country is,” Ngozi said.
“It is an opportune time for Australians to learn more about South Africa as a global lifestyle destination, we are home to a number of leading designers and artisans and can entertain a world of performing arts lovers, design aficionados, arts and crafts buyers and music lovers.
"South Africa has what it takes to be globally competitive when it comes to design, but first and foremost it is a fun filled destination.”