Women’s Wear Daily
04.20.2014
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fashion-memopad

Memo Pad: Tommy on the Road... Mancone Joins Armani...

Tommy Hilfiger's ad campaign is introducing a new theme for spring that will celebrate U.S. cities.

fashion-memopad/news
Memo Pad

The latest Tommy Hilfiger campaign is shot throughout Los Angeles.

Photo By Courtesy Photo

TOMMY ON THE ROAD: After six seasons of running ad campaigns against the backdrop of iconic American landscapes such as Olympic National Park in Washington state, Tommy Hilfiger is introducing a new theme for spring that will celebrate U.S. cities. “This campaign is slightly more upbeat than seasons past and shows a renewed optimism and attitude about the brand,” said Avery Baker, executive vice president of global marketing and communications.

First up, the creative team traveled to Los Angeles, with models including Shannan Click and Missy Rayder, shot by photographer Phil Poynter in breezy scenes staged at familiar locales, including an actor’s trailer in Malibu, cruising Sunset Strip and the Griffith Park Observatory. The brand will continue to advertise aggressively in magazines, with a spring media allocation and paging levels consistent with the same period last year. — Amy Wicks

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