Myer has dusted off its old tagline with a new ‘My Store’ campaign, once again calling itself Australia’s department store.

The campaign pays homage to Myer’s history and the place it holds in the Australian community, while also looking to the future with a more contemporary look and feel to showcase the department store’s evolution.

“We have been there for generations of Australians, for their everyday life, but also for their most memorable and special occasions, whether that be: My Birthday, My Christmas, My Father’s or Mother’s Day, or My Wedding,” Myer chief executive John King said.

“We know that in recent times we have not always got it right for our customers. The new campaign will show that we exist for our customers, that we are putting them first, in every action we take and every decision we make.”

King noted that the business would be attempting to improve service and ensure high-quality and exclusive brands at a reasonable price through Myer’s recently revealed Customer First Plan.

The department store added that the My Store campaign would become the cornerstone for key trading events, and would impact all advertising channels, events and in-store visual merchandising.

Winning customers back is a key tenant for Myer moving forward, with King noting that the message is simple: they want great brands, at good prices, with leading service.

This information has prompted a renewed focus for the department store, which recently saw a $486 million statutory net loss, in order to reinvent itself for the modern retail environment.

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