All Aboard the Harney Express
In America, toy trains evoke sentimental holiday feelings. Trains were used to travel long distances to visit family over the holidays, and the nation’s railroads were used to transport gifts around the country. The tradition of using toy trains in holiday decor started about 100 years ago and is still going strong today.
CVR capitalized on this nostalgic tradition by developing a video showing a holiday tea party overflowing with teas, kettles, food and tea wares with a Harney-branded train going around the scene. The setting was warm and moody, with jewel-toned props and products, alluding to the coziness of an upscale train car.
This became the launch video of a multi-channel marketing campaign kicking off Harney’s holiday advertising. Photography from the shoot was used throughout the campaign and further on through the holiday season. The creative was used on Harney’s ecommerce website, in email marketing, paid social campaigns, organic social media, online video and Harney’s blog.