As part of their Fall/Winter 15, European Rafael Nadal Underwear Campaign which has launched in 12 countries, PVH took a Station Entrance Domination at Kongens Nytorv Metro Station entrance in Copenhagen, Denmark.
This Station, located within 100m of the Tommy Hilfiger Copenhagen Store, has been a key component location in their campaigns over the past couple of years.
PVH have made use of celebrities in their past campaigns (Kendall Jenner and Justin Bieber both for Calvin Klein in the SS15 season), with the aim of using their star appeal to attract strong brand attention. This season was no different with Tommy Hilfiger using Rafael Nadal as their brand icon. The Kongens Nytorv Metro Station entrance in Copenhagen helped drive awareness of this strategy with its highly impactful façade. With a large entrance wrap, the season’s creative was given an excellent platform to showcase the iconic imagery. Further in the station, elevator wraps assisted with repeat exposure and increasing brand recall. The station benefits from 253,000 passengers per week.
The campaign was planned by PSI.