House of Fraser Permanent Stores

Hero Wall BayJuly 2013

2Marketing Awards 2012

This is an important new element being introduced into all House of Fraser permanent stores. Going forwards, all front door campaigns will include a ‘hero wall bay’ image.

All elements for the hero-wall bay are being delivered this week so please keep an eye out for them! You will receive the campaign images for the next TWO front door campaign – Gucci and Armani. The Gucci campaign will run first, from 29th July followed by Armani from 26th August. Please keep the Armani visual safe until you are ready to display it.

Please see following page for a mock-up of how the bay should be displayed and follow the below instructions.

1.Pick the most prominent, forward facing floor fixture (not a wall unit). This location will not change - your

hero wall bay will always be in the same place.

2.The acrylic slots onto the left hand side of the bay on the top shelf. The small screws underneath can be

used to fix the acrylic in place.

3.The image is applied to the front of the acrylic. Each time you start a new campaign, you will be sent a

new image to be displayed.

4.Please display product from the featured brand on the shelves underneath the hero wall bay.

NOTE: do not move the brand from its current location. The Hero Wall Bay product is in addition to the

main brand bay.

NEW CAMPAIGN ELEMENTHERO WALL BAY

3Marketing Awards 2012

NEW CAMPAIGN ELEMENT HERO WALL BAY

Please follow these instructions fordisplaying your hero wall bay:

1. Pick a prominent, forward facing freestanding floor unit

2. The hero wall bay acrylic slots onto the top shelf on the left hand side of the bay.

3. The campaign image is applied to the front of the acrylic

4. The corresponding product sits under the hero wall bay image

If you have any questions please contact a member of the VM or Marketing team who will be able to assist you.

THANK YOU!