GAP JUMPSTARTS NEW HOLIDAY MARKETING CAMPAIGN WITH ENERGETIC, UNCONVENTIONAL MESSAGES INVITING CUSTOMERS BACK TO ITS STORES
Gap Returns to Holiday Television after Three-Year Hiatus
SAN FRANCISCO, November 13, 2009 – Building on the momentum of the 1969 denim launch, Gap launched a new holiday marketing and advertising campaign last night designed to be uplifting and inspiring, ultimately drawing more customers into its stores. The campaign offers a fresh voice featuring choreographed dancers and models belting catchy holiday cheers about defying convention, and captures the essence of Gap’s roots but also looks forward with an optimistic eye on America.
Called “Holiday Cheer,” the multi-faceted campaign sets an optimistic tone and encourages customers to break from convention by wearing Gap clothes however they want and celebrate the season in their own individual way. The Gap campaign highlights dancers wearing Gap’s holiday product line inspired by “classic cozy cabin” – an urban unconventional modern take on the coziness and comfort of the American log cabin.
“When Gap is at its best, we connect with culture and this campaign taps into the pulse of how Americans are living their lives today,” said Gap North America president Marka Hansen. “We are sending a strong message that we’re proud to offer cool, American design with products that will stand the test of time -- something we believe will resonate with shoppers this holiday season.”
The TV spots include lyrics such as “go classic tree, go plastic tree, go plant a tree, go without a tree’ and first aired on November 12, along with print, outdoor, in store, online advertising, and digital elements including a microsite.
Created in partnership with Crispin Porter + Bogusky, the television spots directed by Michael Gracey are irreverent and culturally relevant. Gap collaborated with recording artist and producer Pharrell Williams to develop the musical backdrop for the TV spots.
The compelling campaign aims to create a unified voice to connect Gap brand with customers whenever and wherever. The fun and catchy cheers invite customers to not only break from tradition but also talk about specific product offerings. To further engage with customers, customers can visit cheerfactory.com where they can create 10 customizable holiday cheers that they can socialize and share on Facebook, Twitter, and YouTube. A live Gap ‘cheer’ squad and drumline will criss cross the country as cheerleaders leap, tumble, and inspire holiday cheer.
About Gap Holiday Product
The Gap holiday season collection is about sweaters and plaids in abundance with color and details, rooted in 1969 denim. Gap’s plaid shirts for women have ruffles, pockets and special buttons and come in an array of colors including purple, blue and white on different fits and fabrics such as gingham and gauze. Men’s plaids are western in style with many fabrics, colors, and layering options all playing back to the cozy cabin theme. There’s a wide selection of colorful sweaters that are luxurious and soft, and some are inspired by Navajo patterns with cozy cowl necks, extra long cardigans all designed to layer up or down with tees and shirts over denim. The stores will very clearly reflect the new marketing campaign, showcasing products and creating gift runways down the center of the store for both adult and kids sections, all highlighting these new additions to the collection this season.
About Gap Inc.
Gap Inc. is a leading global specialty retailer offering clothing, accessories and personal care products for men, women, children and babies under the Gap, Banana Republic, Old Navy, Piperlime and Athleta brand names. Fiscal 2008 sales were $14.5 billion. Gap Inc. operates more than 3,100 stores in the United States, the United Kingdom, Canada, France, Japan and Ireland. In addition, Gap Inc. is expanding its international presence with franchise agreements in Asia, Europe, Latin America and the Middle East. For more information, please visit gapinc.com.