Bergdorf Goodman will launch its dazzling 2024 holiday campaign, 'Toast of the Town,' a stylish love letter to New York City. Blending humor, glamour, and iconic NYC elements, this multi-dimensional campaign captures the city’s dynamic spirit while spotlighting the retailer's luxurious offerings.
At the heart of the campaign is a 90-second film starring Natasha Lyonne as a quirky cab driver chauffeuring fashion icons like Christopher John Rogers, Carolina Herrera, and Wes Gordon. From the Guggenheim to Bergdorf’s legendary Fifth Avenue store, the film celebrates the vibrant personalities who embody New York’s unique energy. The video will also screen in city cabs from Nov. 26 to Dec. 10, extending its reach to on-the-go New Yorkers.
Bergdorf’s holiday windows further honor Fifth Avenue’s bicentennial, showcasing the avenue’s landmarks, from Central Park to iconic yellow taxis. Meanwhile, exclusive illustrations by New York artist Carly Kuhn decorate shopping bags, wallpapers, and elevators, blending artistry with festive charm.
New York-Centric Campaigns
Bergdorf Goodman’s ‘Toast of the Town’ Campaign Celebrates New York
Trend Themes
1. Cinematic Retail Campaigns - By integrating a short film featuring celebrities, brands can gain significant traction and engagement through narrative-driven marketing.
2. City-specific Branding - Embracing a city's unique culture and landmarks in campaigns allows companies to connect deeply with local audiences and enhance regional loyalty.
3. Interactive Holiday Displays - Utilizing iconic urban elements in holiday windows and store decorations can create memorable, immersive experiences for shoppers.
Industry Implications
1. Retail Marketing - Leveraging multimedia and city-centric themes can elevate retail marketing efforts by creating more resonate and engaging consumer touchpoints.
2. Film and Entertainment - Short films starring renowned personalities in commercial campaigns can drive crossover appeal between entertainment and retail industries.
3. Graphic Design and Illustration - Collaborating with local artists to create exclusive designs for commercial items and store decor can infuse retail spaces with artistic and regional authenticity.