BackLite Media has shared the “strategy behind the story” of Jimmy Choo’s summer campaign, promoting its summer eyewear collection.
The campaign, which ran for nearly a month from June to July 2024, leveraged high-impact advertising spaces within BackLite’s Digital Icons network. It explicitly targeted screens near Downtown Dubai en route to Dubai Mall and Umm Suqeim Road, making it an effective drive-to-store campaign for the brand.
“These locations were selected for their visibility, effectively capturing the attention of Jimmy Choo’s target demographic, affluent shoppers, and reaching millions of passersby,” James Bicknell, CEO of BackLite Media, told Campaign Middle East.
With the cap
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