Giordano/Disney tactical ads target families
Published: Aug 24, 2005
Singapore - Giordano recently launched a tactical ad campaign to announce the partnership between Disney and Giordano, as Walt Disney has granted Giordano the license to design, manufacture and market adult and children's T-shirts and sweatshirts featuring Disney Characters. “The main media that we’re targeting for this campaign is in magazines and will be over a period of three months or more, but our partnership with Disney will be a long term one,” Rebecca Ang Lee, Regional Marketing Director, Giordano Originals told Marketing Weekly. “However, in terms of in-store promotions, we have carrier bags, in-store posters and a Disney section allocated at the store for this launch.” The campaign creative showcases Disney’s collection by Giordano t-shirts from five family groups such ‘Mickey & friends’, ‘Winnie the pooh & friends’, from the Princess collection such as ‘Snow White’ and ‘Cinderella’, movie characters such as ‘Toy Story’ and classic characters such as ‘Peter Pan’ and ‘Bambi’. Targeted at both kids and adults, the new line emphasises the family concept wherethere is a t-shirt for everyone in every family. Giordano designed the creative in-house in Hong Kong and Mediaedge:cia handled media booking.
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