Target Stores toured Manhattan in a double-decker bus last week to launch its GO International promotional merchandising program.
GO International brings clothes from designers around the globe into Target stores for 90 days each. First up: U.K. designer Luella Bartley, whose Luella for Target Collection hit Target’s 1,400 stores on Feb. 1. Target won’t say what other designers will follow as GO International continues.
To showcase Bartley’s collection, Target turned a double-decker bus into a traveling boutique and parked it on Broadway for three days (Feb. 16-18). Visitors could tour the collection, buy limited-edition items and hang out in a lounge on the top deck. Fashion students from Parsons, the New School of Design worked as street teams, handing out brochures mocked up like London Underground maps. Minneapolis-based Target handled the event in-house.
“This double-decker boutique bus allows Target to physically bring the launch of Luella Bartley’s collection for GO International right to our guests,” said Target Senior VP Trish Adams in a statement. “Boarding the Routemaster will transport the guests into Luella’s world of design.”
Earlier this month, Target hired ad agencies BBDO North America, New York, and Wieden+Kennedy, Portland, OR, for marketing projects for undisclosed brands. Peterson Milla Hooks, Minneapolis, is Target’s lead ad agency.
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