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Published
Apr 26, 2017
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John Lewis biggest ever seasonal customer campaign takes over all stores

Published
Apr 26, 2017

John Lewis is diving into a new approach to seasonal marketing and is this month launching a summer-long campaign called National Treasures focusing on “the best of British life, design and culture”. It will include product initiatives and a summer season series of events and workshops and will be the department store retailer’s biggest ever programme of customer activity.


John Lewis



The campaign has been built around hundreds of events and will play out over the next few months (it runs until August 20) with over 100 well-known British brands.

All 48 of the chain’s department stores and its website will feature campaign imagery that was created by illustrator Paul Thurlby based on customer research by the retailer into what British summertime means to people.

In a first for the store, its windows and shop interiors will be transformed for the campaign with Thurlby having worked alongside the John Lewis design teams to create a collection of illustrations that “epitomise the customs, spaces, places, people and habits that we hold dear as a nation.” In addition, 220 life-size characters will be a central feature in the Oxford Street, London, flagship atrium. 

John Lewis said this summer season marketing approach is the biggest and most interactive programme of activity it has launched to date, “and will allow customers to see, learn, experience, make and dine, as shops across the country become destinations for discovery.” It has curated a programme of events that will “weave together experiences including interactive masterclasses, seminars, Q&As and workshops taking place in shops nationwide.”

The programme will host events including scent discovery workshops with Neom founder Nicola Elliott, interactive wellbeing workshops from Manuka Lifestyle and Liz Earle, creative BBQ masterclasses with Weber and print design workshops with designer Laura Slater.

A 'national treasury' pop-up shop will also be unveiled in each full-line John Lewis department store, showcasing a curated collection of products that “celebrate craftsmanship, creativity, charm and character.” Brands taking part include Mulberry, Hunter, Dyson, Tom Dixon, Dualit, Wedgwood and Dartington.

A collection of limited edition gifts based on the National Treasure illustrations will also be available, including a tote bag and homewares.

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