Apparel chain Banana Republic is marking its 30th birthday with an advertising campaign and an online sweepstakes that offers the chance to win cash toward a new wardrobe.
The campaign will include a 12-page insert in September publications that focuses on Banana Republic wardrobe classics such as white shirts and chino pants while highlighting brand extensions, including fragrance, eyewear and accessories. Print ads, outdoor and direct mail will also support the campaign, the company said.
“For over 30 years, Banana Republic has delivered affordable luxury to shoppers, giving each person a chance to discover and create her own city style,” Peter DeLuca, chief marketing officer for Banana Republic, said in a statement. “This campaign pays homage to the classic, yet fashionable pieces that are part of the brand’s heritage as well as customer favorites.”
The retailer is also offering a City Insider Guide booklet as a gift-with-purchase. The booklet, which will be available through Sept. 7, features a list of the best restaurants, bars, and museums and fashion advice on “must have” city looks. Variations of the Guide will also be distributed in Banana Republic stores outside the U.S.
Banana Republic will also give shoppers offers from other popular brands, including free iTunes downloads from featured artists, 20% off Virgin America Airlines and Kimpton Hotels’ lowest rates for a limited time as part of the campaign.
The company is also promoting a sweepstakes that offers daily chances to win up to $250 a day to spend on Banana Republic clothes. Visitors to www.bananarepublic.com/sweepstakes can enter through Sept. 3. The grand-prize winner in the “30 Days of City Style Sweepstakes” will receive a $2,500 Banana Republic Shopping Spree.
Creative agency AR is handling the campaign and ePrize handles the sweepstakes for Banana Republic. Online marketing supports the promotion.
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