COST ‘NOT A FACTOR’ IN JEN, MYER SPLIT
JENNIFER Hawkins has confirmed that her reign as the face of Myer will end after the Spring Racing Carnival this year.
The 34-year-old former Miss Universe, who has been an ambassador for 12 years earning a reported $1.3 million a year, jetted home from a holiday in the Maldives with husband Jake Wall to respond to rumours over her future.
“After 12 years, it’s time to move on to a new chapter in my life,” she posted on Instagram. “It’s been an extraordinary relationship.
“Myer will always hold a special place in my heart and I wish the Myer team every success in the future.”
The decision comes after 25-year-old Melbourne model Elyse Knowles was announced as an official Myer ambassador three weeks ago, sparking rumours she was replacing the older and more expensive Hawkins.
Myer head of public relations Melissa Templeton said Hawkins’ age and the value of her contract were never part of the equation.
Myer has made no secret of the fact it is reassessing its marketing and customer engagement strategy in response to the challenging retail environment, announcing it is realigning its new season launch to smaller in-store parades and not the lavish runways of previous years.
But Ms Templeton said the decision not to renew Hawkins contract was not based on cost cutting.
She said the ambassador program would become more campaign-based.