MAIDENFORM BRANDS, INC.: a global marketer of intimate apparel, will launch a new advertising campaign to promote its products on April 1. The campaign, called This Feels Right, will include national print, digital and out-of-home marketing initiatives. Under it, the firm will promote its new Breakthrough Backless Bra. Print ads will appear throughout the year in Cosmopolitan, Glamour, People en Espanol, and In Style. Digital elements will be featured on MySpace.com, as well as women’s lifestyle, fashion, entertainment and celebrity outlets. Billboards will also be erected along a heavily trafficked highway entering New York and locker rooms at New York and San Francisco health clubs. The VIA Group, the company’s advertising agency, will partner with Maidenform in the campaign.
BAG BORROW OR STEAL: a retailer that lets women borrow designer handbags and jewelry online is partnering with New Line Cinema to promote the May 30 release of “Sex and the City.” On April 1, visitors to http://www.YouTube.com can submit videos identifying the movie character whose style most resembles their own, as represented by their handbags. The first 50 people to enter will receive a $250 borrowing credit to the firm. One grand-prize winner will receive $500 credit to the company and space to document her own experience in an blog. A second sweepstakes lets people take an online quiz to find their “Sex and the City” purse-onality” for a chance to win additional credit, movie posters and T-Shirts. The site at http://www,bagborroworsteal.com also offers a “Sex and the City” shop filled with a collection of luxury accessories inspired by the four main characters of the movie. Online marketing supports the promotion.
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