A Digital Britain... Getting the Elle Out of There... Nautica, For Shore...

Condé Nast U.K. is the latest publisher to translate its glossy pages into digital devices.

ON SHORE: Nautica is embracing its DNA in its new ad fall campaign.

Entitled Ocean to Ocean, it focuses on real people, places and stories revolving around the American shores. “The Ocean to Ocean campaign will highlight the sailors, the kiteboard champions, the marine biologists, the families, the local hidden spots, the community events, the people and places that bring to life an everyday passion and deep connection to the water,” the company said.

The campaign, which kicks off this month and will continue through 2011, was created by Nautica’s in-house advertising team. The brand plans to give back to the communities featured in the campaign by sponsoring activities such as swim lessons for children in Seattle.

“We are committed to the oceans and part of that commitment is our corporate sponsorship of Oceana, a global conservation organization,” said Karen Murray, president of Nautica.

The campaign will launch in the October issues of Food & Wine and Travel + Leisure magazines as well as other fashion and lifestyle titles. The company will also launch a dedicated microsite,, highlighting videos, stories and insights into coastal regions around the country. Without providing a dollar figure, the company said online advertising continues to grow as part of the overall marketing mix and a portion of its marketing budget this year has shifted to digital to provide a more interactive digital advertising message to its consumers.

— Jean E. Palmieri

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