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Boomtown rolls out the Bronx Woman SS18/19 campaign

Shifting the campaign for Bronx Woman up a gear, and building on its messaging of ‘It’s so me!’, Boomtown has rolled out the spring/summer 2018 campaign by asking the question ‘Why be ordinary?’ Working with Bronx Woman for the past two years, Boomtown kept the essence of self-expression and encouraged ladies to express their true essence, their personality and be anything but ordinary in its latest campaign.

Commenting on the creative direction and messaging of the campaign, Lauren McNish, Boomtown account director said, ‘By Asking “why be ordinary?” we want to motivate individuals to show-off their style and give them a push to be who they want to be. The latest collection is quirky, with elements of tradition so there’s something for everyone.’

The visual tone aligned with the Bronx Woman brand and featured cheerful, brightly coloured backgrounds which reflected the positive, summer mood – attracting the attention of micro-influencers across all social media platforms and fashion editors within the key media.

‘The social media and public relations tied in with the mood and energy we created, and we used social media take-overs and journo drops to encourage engagement,’ added McNish.

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