Banana Republic's fall ad campaign with Carolyn Murphy.
Photo By Courtesy Photo
Most Recent Articles On Memo Pad
- Suzy Menkes Takes on New Role
- Edward Felsenthal Helming Relaunch of Time.com
- Anna Piaggi Exhibition on Hold
Banana Republic is 30 and the retailer is using the occasion to emphasize — or proclaim — that it’s a lifestyle brand. “We are in the process of defining the brand as having more of a city style,” said Raul Martinez, executive creative director of Banana Republic’s ad agency AR. So in its fall ad campaign, the brand went with a more well-known model — Carolyn Murphy — as its female face, versus the relative unknowns it’s used in the last few seasons.
The campaign, shot by Tom Munro at Milk Studios, will launch with a 12-page insert in Vogue, Vanity Fair, Elle, GQ and Harper’s Bazaar. The lengthy insert is a first, but Peter DeLuca, chief marketing officer, said it is necessary to tell a more complete story of what the brand is about. In addition, a limited edition booklet will be available for in-store customers only, called the “City Insider Guide.” The booklet will include images from the campaign, fashion tips and a listing of top restaurants, museums and bars from select cities. “We want to try and do this again,” DeLuca added. “It’s about creating a stronger presence.” The guide will be available in stores from Aug. 28 through Sept. 7. DeLuca declined to discuss the brand’s ad budget.
The campaign, shot by Tom Munro at Milk Studios, will launch with a 12-page insert in Vogue, Vanity Fair, Elle, GQ and Harper’s Bazaar. The lengthy insert is a first, but Peter DeLuca, chief marketing officer, said it is necessary to tell a more complete story of what the brand is about. In addition, a limited edition booklet will be available for in-store customers only, called the “City Insider Guide.” The booklet will include images from the campaign, fashion tips and a listing of top restaurants, museums and bars from select cities. “We want to try and do this again,” DeLuca added. “It’s about creating a stronger presence.” The guide will be available in stores from Aug. 28 through Sept. 7. DeLuca declined to discuss the brand’s ad budget.
ADD A COMMENT
Sign in using your Facebook or Twitter account, or simply type your comment below as a guest by entering your email and name. Your email address will not be shared.