GIVING WARMTH: Some companies tend to the expensive, slick and complicated when it comes to public relations stunts. Then there’s Weatherproof, which has a penchant for puns, why-didn’t-I-think-of-that simplicity and, in the latest case, altruism when it comes to its p.r. strategy. The privately held concern is partnering with New York Cares this month to present Coats for Clunkers, a program in which consumers receive a $100 voucher toward a new Weatherproof coat when they donate a used coat to New York Cares’ annual coat drive.
Coats will be collected at Penn Station in the Amtrak Rotunda for three days starting Dec. 14 from 7:30 a.m. to 9:30 p.m. daily. Recipients can use their vouchers by logging on to Coatsforclunkers.com, where three men’s coats and three women’s coats will be available. The campaign will be supported with advertisements in outdoor and print media in the New York City market. Separately, the company has committed to donating an additional 6,000 new coats to the New York Cares annual drive, which distributes winter coats to the city’s homeless. — Brenner Thomas
