Perry Ellis International recently announced grass roots marketing initiatives that include using its wholly-owned subsidiary Havanera Co. brand to sponsor Tito Puente Jr. on a seven-city tour. The singer also will be making appearances at JCPenney stores.
Furthermore, Miami-based Perry Ellis will promote the Havanera brand through a multi-media campaign with a bilingual direct mail piece, billboard advertising and a print campaign in Latina magazine.
“Our commitment to grass roots marketing is an excellent way to connect with the consumer,” said Lori Medici, vice president of marketing for Perry Ellis, in a statement. “We are demonstrating this commitment through our national tour with Tito Puente Jr. and our participation in regional events.”
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