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Birks begins Canadian Rhapsody campaign

Montreal-based jewellery retailer Birks Group has begun a new advertising campaign called "Canadian Rhapsody." According to the company, the campaign is aimed at women purchasing jewellery for themselves. The campaign features three Canadian women who have achieved international recognition in their respective fields: actress Amanda Brugel, fashion editor Caroline Issa and photographer Caitlin Cronenberg. The three discuss their personal experiences in a series of online videos. These executions are being supported with social media activities.

The campaign was developed by UK-based agency Tank. It will run nationally in Canada, expanding later this month the the United Kingdom and the United States.

"At Birks, we are committed to our renewed brand positioning and the evolution of the jewellery customer profile, which is a modern approach that applies to women of every age and is not demographic-specific," said Eva Hartling, chief marketing officer at Birks Group. "This campaign represents this shift in mindset and we are excited for this fresh new start for our company and for the world."

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