New York, NY (CNS) – Banana Republic, chain of mainly United States based clothing stores, has roped in nine musicians to appear in the upcoming print, outdoor, online and direct mail campaign, which starts Feb. 18.
The division of San Francisco-based retailer Gap Inc. will feature Grammy-nominated artists such as Sara Bareilles, Tommy Torres and Liz Phair, and Grammy-winning band OK Go!
The artists will be photographed in the store’s spring and summer 2009 apparel and accessories, with New York City as a backdrop, Banana Republic’s advertising agency, AR said.
“By tapping into their passion for music, the campaign brings to life Banana Republic’s tradition of city style,” said Peter DeLuca, CMO of Banana Republic, in a statement. “We want this campaign to strike an emotional chord with Banana Republic customers.”
The campaign’s online component, at bananarepublic.com/citystories, will feature interviews with the artists, free music downloads and unplugged performances. The campaign also features a partnership with Virgin America where the interviews and music will appear on the airlines’ in flight entertainment network throughout the spring. In the partnership with Virgin America, “City stories” musicians will air March 1-June 31 on in-flight entertainment channel RED in addition to iTunes, another partner that has developed a free album download as a gift with purchases from Feb. 17-26.