Nautica will launch its new integrated global marketing platform, dubbed “Navigate life,” this spring. After extensive consumer research, Nautica developed the Navigate life campaign to emotionally connect consumers to their brand through a message that celebrates the challenges of balancing life with its many adventures, responsibilities, escapes and relationships. Navigate life communicates the brand message through advertising, sponsorships, in-store environment and on-line experience.
“The most powerful brands stand for something greater in the consumer’s mind than any individual product. They inspire and make an emotional connection. Navigate life creates that important bond between our consumer and our brand,” said Denise V. Seegal, President and CEO of Nautica Enterprises. “This completely integrated marketing platform will debut in the U.S., followed quickly by our international markets. The goal was to communicate a single lifestyle message around our products, the retail environment and our marketing.”
Created by New York-based agency Laird + Partners and shot by photographer Anders Overgaard, the Navigate life campaign takes an intimate look into the many facets of life, balancing family, friends, work and play. Shot on location in South Florida, the imagery captures “candid” moments at home, at the office and outdoors. “The Navigate life campaign was created to reflect the many aspects of one’s life. We are all striving for balance in our lives with our families, careers, escapes and responsibilities. Nautica celebrates these challenges and communicates this in the campaign” said Trey Laird, President and Executive Creative Director of Laird+Partners.
“In a bold move, we released teaser Navigate life ads in the New York Times and the Wall Street Journal on February 7th. On February 15th the “teaser” creative will appear in the Sports Illustrated Swimsuit Issue,” said Chris Fuentes, VP Marketing at Nautica. “Our teaser image is incredibly iconic and thought-provoking. We wanted people to see the image and pause by taking a moment to reflect on what Navigate life means to them before attaching it to the brand. We feel confident that even without our name on it, consumers will immediately recognize the ad as Nautica.”
Following in March 2005, the Navigate life message is revealed through multiple page inserts communicating supporting themes such as, “Navigate Adventure”, “Navigate Commitment”, “Navigate Relationships” and “Navigate Freedom”. The multiple page inserts and accompanying creative units will appear in publications including Details, GQ, In Style, Men’s Health, O The Oprah Magazine, People, Travel & Leisure and Vanity Fair in addition to newspapers, outdoor and in-store in key markets and online at navigatelife.com.
A first for Nautica, the Company will feature a celebrity in its campaign. Thomas Jane, star of such films as The Sweetest Thing, The Punisher and Deep Blue Sea, was selected by Nautica for his versatility and classic American style. He represents the Nautica lifestyle with his confident demeanor and relaxed approach to life. Well-known Model Chandra North appears in the campaign as Thomas companion.
