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NEW YORK -- Banana Republic announced that as part of its spring 2011 marketing campaign, "Journey in Style," it will debut its first film trailer in select movie theaters and online. The campaign will also be featured in other media including print and store displays.
Developed with AR NEW YORK, Banana Republic's advertising agency of record, the campaign will appear in March publications, supplemented by print, outdoor, online and direct mail. The campaign will debut in store windows beginning Feb. 14.
"This campaign beautifully illustrates quintessential Banana Republic product that's emotional, modern, effortless and full of style," said Catherine Sadler, chief marketing officer for Banana Republic. "The film trailer is an exciting first for the brand that will engage our customer and extend our reach through new media channels."
Leading up to awards season, Banana Republic will make its first-ever cinematic debut with a film trailer that brings the print campaign to life. The trailer will be available for viewing in select movie theaters around the U.S. on February 18. In addition, 30-second online pre-roll will debut February 17 on a multitude of different digital broadcasts, fashion sites, ad video networks as well as Banana Republic's web site www.bananarepublic.com. Direct mail and select outdoor units will include a QR code to give consumers another opportunity to interact with the video on their mobile devices. Banana Republic Facebook fans will have a chance to win their own Spring 2011 wardrobe by sharing and tweeting the video between February 15-18. Watch the trailer here: http://www.youtube.com/BananaRepublic