Neiman Marcus’ Christmas Book and holiday campaign are here, and this year, the retailer is highlighting Big Love in its ever-over-the-top seasonal blitz.
With a campaign themed “Celebrate big, love even bigger,” the Dallas-based retailer kicks things off with a romance: An adorable couple meet cute outside a Neiman Marcus when she drops her mitten, and then swirl off in a dreamy dance number scored to an updated version of the 1920s classic “It Had to be You."
“It’s this tiny, little Christmas love story connected with amazing dancing and fashion,” says Daz McColl, chief marketing officer.
He tells Marketing Daily that as customers continue to limp through yet another season of subdued social occasions, they’re looking forward to more in-person events and glamming it up again. The festive holiday marketing aims to encourage that ball-gown and red-carpet enthusiasm.
The theme also resonates for families, especially after cutting back on face-to-face festivities last year due to COVID-19. “People are eager to see each other again, and our campaign tried to capture the different dimensions of what that looks like for our customers,” adds McColl.
The campaign includes print and digital advertising, in-store visuals and events, social media and native content.
The video is scheduled to run on YouTube, Facebook, Hulu, NBC and MNTN. Anais Larocca directed the video, produced in partnership with production studio The Mill. It stars dancers Alison Ingelstrom and Andre Malcolm, choreographed by Al Blackstone.
The new campaign launches at the same time as the Christmas Book, now in its 95th year. The fantasy gifts highlighted are meant to inspire shoppers -- and this year, the biggest splurge links directly to the love theme. For a mere $6.1 million, some romantic can have the dazzling Mughal Heart Diamond, a 30.86-carat stunner. (As a bonus, the buyer even gets naming rights to the spectacular stone).
While the Christmas Book typically includes some affordable splurges, like $82 precurated gift boxes, the real oohs and aahs belong to the big-ticket items. McColl says this year, those are all geared toward families, traditions and togetherness.
Among the “Celebrate Big” choices? There’s an $80,000 trip to Portugal to create a bespoke fine porcelain place setting for 12. Those with little ones might prefer a $35,000 jaunt to London to collaborate with Maria Isabel Sanchez Vegara, author of the best-selling “Little People, Big Dreams” series, to star in their own version of the story.
In a nod to sustainability, there's the fully electric Barrett-Jackson Hummer EV Edition 1, which includes the opportunity to “drop the gavel” on the 2022 Barrett-Jackson Scottsdale Auction for $285,000.
Even secondhand clothes get a turn under the tree with the Ultimate Renewable Luxury Experience, The lucky buyer gets to decide which fashion in their closet is ready to be resold, and then goes on a $100,000 shopping spree at Neiman’s. The next level? A $345,000 splurge on vintage pieces from Fashionphile, a high-end consignment boutique.
And for those desperate to party like it’s 1929, there’s a bash to remember at New York’s Apollo Theater with a price tag of $395,000. The throwback event, designed by noted party planner Bronson Van Wyck, includes music, food and cocktails for 19 of your favorite friends. The package even includes your name in lights in the legendary Harlem marquee.