The Rockport Company introduced its newest global marketing campaigns for the Fall 2010 season, including “Hot Commute,” which will break in over 30 countries worldwide this week as well as a partnership with NBC's “The Apprentice” for an integrated consumer marketing program.
Rockport said the “Hot Commute” campaign represents the typical challenges the metropolitan professional faces each day during their commute, centering around the mantra “How can I look stylish throughout the course of my day?”
“Hot Commute' is all about the lifestyle that Rockport embraces: the active, on-the-go metropolitan style of a modern professional,” said Daniel Tschuemperlin, senior vice president of product and brand marketing, The Rockport Company. “The campaign centers on the fact that the commute is typically the first (and last) social interaction of the day. This means that you need stylish, comfortable footwear that prepares you for anything that happens throughout the work day, be it a last minute corporate meeting, an impromptu business lunch, or even a serendipitous encounter with someone on the bus or train on the way home.”
The campaign includes a print effort through advertising with Vogue and Lucky magazines, with ad buys in the September, October and November issues of Vogue as well as the November issue of Lucky. Key Rockport women's footwear styles will undergo a blind shoe test with 100 Vogue “Insiders,” a group of first adopters that test product before it hits shelves. It also includes a digital component, including a “Hot Commute” microsite at fall.rockport.com to showcase the online video and key footwear styles that are shown in the campaign.
Digital banner ads will appear via banner ads in key online outlets like The New York Times, Linkedin, People.com, Washington Post, Lifetime and USA Today. The “Hot Commute” video will also be included on sites like ABC, Fox, NBC, hulu, BBE, and Tidal TV that feature online video content for advertisers.
Rockport will be conducting its largest direct mail campaign with Zappos.com as part of a 360 marketing program that will also include e-mail blasts, online giveaways and a social media push.
On the mobile front, Rockport will begin advertising in key mobile applications and sites to appeal to the metropolitan commuter on his/her way to work. Rockport has developed its own “Hot Commute” application available on any smartphone launching September 2010, which will showcase which cities and countries have the “Hottest Commuters.”
The campaign also features out-of-home and in-store POP initiatives.
NBC's The Apprentice/Rockport Integration
Following the “Hot Commute” multi-media marketing campaign, Rockport is proud to announce its newest partnership with the number one TV show that resonates globally with the metropolitan professional: NBC's “The Apprentice.” Reaching over 125+ countries and a viewership of 10 million plus, this partnership represents a synergistic marriage between two brands that appeal to business people worldwide. Rockport is the first footwear brand that has partnered with “The Apprentice” for a team challenge and the episode will air Thursday, October 14, 2010.
“This represents a strategic collaboration that brings together two strong and globally known brands that resonate with a specific audience: the metropolitan professional and we are thrilled over this partnership,” says Donald J. Trump. “We like that Rockport recognizes and supports entrepreneurship and business acumen as well as the importance of looking and feeling good in professional attire. This has been a truly synergistic integration.”
Beyond product integration into the episode, Rockport will be activating “The Apprentice” partnership with key components as follows:
Advertising:
o Rockport will have a broadcast and online media push with NBC affiliates nationwide and throughout the Apprentice season.
Digital:
o Rockport.com will launch a microsite supporting “The Apprentice” partnership in October alongside tips to dress for success in business from Don Trump Jr.
o Rockport will also run an in-store and online consumer sweepstakes beginning in October for a winner and three friends to win a trip to New York City to golf on the Donald Trump Golf Course and a personal meet and greet with Donald J.Trump
In-Store:
o Men's consumer event hosted by Don Trump Jr. where he will speak to consumers about the do's and dont's of office dressing, which will cross-merchandise Rockport alongside the Donald J. Trump Signature Collection for suiting
o Imagery from “The Apprentice” will also be featured in Rockport store windows, highlighting styles that were featured on the show through spring 2011.
“We've spent the last two years restructuring and defining the Rockport brand and product offerings, and are invigorated by Rockport's current momentum within the marketplace,” says Michael Rupp, CEO/president, The Rockport Company. “Our marketing efforts represent the largest investment in a number of years, and we are very excited to introduce our unique combination of contemporary style and walkability to metropolitan professionals around the globe.”
