This Summer, Tamaris is going global on the big screen! The brand is promoting during two of this year’s biggest concert tours – the Pink Friday 2 World Tour by Nicki Minaj and the Forget Tomorrow World Tour by Justin Timberlake.
Tamaris is highlighting to millions of fans its position as a brand that celebrates, inspires and motivates women in all their diversity.
From 23 May to 12 June, Tamaris was part of the Pink Friday 2 World Tour by Nicki Minaj, which visited 14 locations in Europe. While fans eagerly awaited the arrival of their star, a screen on the stage was showing well-known Tamaris shoe ads.
“The real goosebumps moment before Nicki Minaj finally came on stage belonged to our emotive brand spotlight with the theme ‘superpower’, in which we used powerful images and moving words to motivate women to believe in themselves, to understand their strengths and weaknesses, and to allow space for their feelings,” explained Cathleen Burghardt, Head of Marketing at Tamaris.
“This allowed us to reach fans at the moment of maximum anticipation, also creating a powerful connection to the artist herself, who embodies self-confidence and individuality in a way that reflects the Tamaris brand positioning.”
Nicki Minaj’s concerts took place here in the UK as well as in Cologne, Berlin, the Netherlands, Denmark and Sweden.
In addition, on 7 June in Berlin Tamaris brought to life the “Pink Friday” concert motto; selected styles from the current collection – from sneakers, to pumps and mules – transformed the Uber Arena and surrounding areas into a pink paradise. Visitors were greeted by Tamaris campaign imagery on various big screens, showcasing the pink shoes with the iconic hangtag.
Then, from 26 July to 7 September, Tamaris is going on tour again as part of Justin Timberlake’s Forget Tomorrow World Tour. In Germany, the brand will be displayed in a stunning 30-second feature immediately before JT’s main set begins. The film is entitled “Be yourself” and shows strong women who forge their own path, stand up for themselves, and won’t let anyone hold them back.
Ms Burghardt continued: “We are always looking for new ways to use media channels to make an emotional connection with our target audience and boost brand loyalty. Concert tours by international stars are an opportunity for us to bring an auditory and visual experience of Tamaris to a massive and highly involved audience, creating memories that will no doubt be with them for a long time.”
