The Rockport Company announced a new partnership with supermodel Erin Wasson to be the new face of its Fall 2012 marketing campaign. Debuting on September 1, 2012, the new campaign featuring Erin Wasson will include Print, Online Videos, OOH, Social, Mobile, Events and PR executions for the duration of the Fall 2012 season.
The new campaign, entitled “Day in the Life,” follows Erin through a typical day in her life, conveying Rockport's proposition of “style made comfortable” throughout the day and night. The story is divided into two parts: Erin busy at work at a photo shoot in a loft-style studio in the SoHo area of New York City and then later on venturing into the city streets at night, all while wearing footwear from Rockport's new Fall 2012 collection. The campaign will feature other visuals that have a modern, cosmopolitan and decidedly American feel to speak to both Rockport and Erin's American heritage.
“Rockport is an authentic American brand which is important to me, being from Texas. At our first meeting, I was wowed to see how fashionable they had become. The idea of enabling women to have great heels with athletic technology for maximum comfort and style is the perfect ten,” says Erin Wasson.
Rockport has established itself in the men's market by designing stylish shoes engineered with athletic technologies. Using the same approach with women’s product, the Rockport women's collection has evolved to include high heels, wedges, boot, flats, sneakers and sandals that speak to current fashion trends, but is still relevant to Rockport's metropolitan professional consumer. The Fall 2012 campaign featuring Erin Wasson represents the pinnacle of both Rockport's promises of style and comfort and the brand’s unwavering quest to deliver these propositions to women everywhere around the world.
“Over the past four years, Rockport has been working towards building our fashion credibility. Consumers know we offer comfortable shoes and we are excited to not only show them our commitment to style, but that they do not need to compromise one for the other through this campaign. At Rockport, we call this walkability. We selected Erin because she embodies the active on-the-go lifestyle of our target consumer, the metropolitan professional. As a model, actress and entrepreneur she will resonate with both our metropolitan professional target consumer and the fashion set alike,” says Daniel Tschuemperlin, senior vice president, Product and Brand Management, The Rockport Company.
