NEW YORK (August 2008) – Banana Republic celebrates its 30th Anniversary through a classic fall advertising campaign that captures and honors the brand’s heritage of delivering the best in city style. The new campaign will focus on signature Banana Republic wardrobe elements, such as the crisp white shirt and classic chino pant while also highlighting new brand extensions, including fragrance, eyewear and accessories. ‘Monogram’, a limited edition collection that reflects the most elevated expression of the brand, is also featured in the campaign.
Shot by acclaimed photographer Tom Munro on location in the West Village and at Milk Studios in New York City, the campaign features models Carolyn Murphy and Will Chalker and was styled by George Cortina. The quiet sophistication of the studio shots showcase elevated details of the garments while the location shots illustrate the vibrancy of Banana Republic’s city style.
“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,” said Peter DeLuca, Chief Marketing Officer for Banana Republic. “This campaign pays homage to the classic, yet fashionable pieces that are part of the brand’s heritage as well as customer favorites.”
Created by creative agency AR, the campaign will launch as a 12-page insert in key September publications, supplemented by print, outdoor and direct mail.
Banana Republic is asking customers to help celebrate this milestone. In honor of the 30th Anniversary, Banana Republic has created a limited edition booklet, called the City Insider Guide to inspire shoppers to explore and discover new hot spots in cities worldwide. The guide will offer customers a peek at the best local restaurants, bars, museums and offer fashion advice on the must-have city looks for the season.
The City Insider Guide will be available as a gift with purchase in Banana Republic stores from August 28 through September 7, 2008, while supplies last. Variations of the Guide will also be distributed in Banana Republic stores outside of the United States.
The Guide connects Banana Republic’s passions of style, art, food, and travel and has allowed the brand to forge exciting collaborations with other companies. For a limited time Banana Republic will be offering shoppers a variety of opportunities from other popular brands - including free iTunes downloads from featured artists, 20 percent off Virgin America Airlines and Kimpton Hotels’ lowest rates.
In addition, bananarepublic.com will be running a 30 Days of City Style sweepstakes. By visiting www.bananarepublic.com/sweepstakes, customers will have a chance to win up to $250 a day toward a new Banana Republic wardrobe and be entered to win the grand prize - a $2,500 Banana Republic Shopping Spree. The offer will run from August 4, 2008 through September 3, 2008.
About Banana Republic
Banana Republic is a global accessible luxury brand that delivers the best in city style. Characterized by elevated design and luxurious fabrications, the Banana Republic lifestyle collections include apparel, handbags, jewelry, fragrance and eyewear. Banana Republic, a division of San Francisco-based, Gap Inc. (NYSE: GPS), can be found at over 500 retail locations in the United States, United Kingdom, Canada and Japan, BananaRepublic.com, or (888) BR-STYLE.
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