Gap Inc.
January 23, 2009
NEW YORK (January 2009) – Banana Republic is bringing the inspirational elements of city life to its Spring 2009 marketing campaign which features talented young musicians, including Grammy-nominated Sara Bareilles, Grammy-nominated Liz Phair, and the Grammy-winning band OK Go. With New York City and Brooklyn as a backdrop, nine recording artists are photographed wearing Banana Republic apparel and accessories, along with a favorite accessory – their instrument. The images reflect Banana Republic’s effortlessly modern look and enduring style and highlight the vibrant energy of the city. Drawing on these contemporary musicians’ unique, creative experiences, the campaign aims to engage customers through a variety of media, including online interviews and performances, and special partnerships with iTunes and Virgin America.
Styled by George Cortina and photographed by Tom Munro, the campaign features an eclectic pool of musical talent that echoes the multicultural richness of the city. Other artists include Grammy-nominated Tommy Torres, Grammy-winner David Sánchez, Ayọ, Esperanza Spalding, David Garrett and Dashboard Confessional’s Chris Carrabba. Developed with AR, Banana Republic’s advertising agency of record, the campaign will appear in March publications, supplemented by print, outdoor, online and direct mail. The campaign will debut in store windows beginning February 18.
“We want this campaign to strike an emotional chord with Banana Republic customers,” said Peter DeLuca, Chief Marketing Officer for Banana Republic. “By tapping into their passion for music, the campaign brings to life Banana Republic’s tradition of city style along with a level of inspiration and optimism that is as refreshing as Spring should be.”
Behind-the-scenes interviews with the recording artists will be available for viewing on Banana Republic’s Web site, www.bananarepublic.com/citystories, along with unplugged performances, free music downloads and streaming music samples from our artists, and a special offer to shop the looks of the season. Users can experience the rich, multimedia content on their own and also share it with friends.
From March 1 through June 31, Banana Republic’s “City Stories” will be available on RED, Virgin America’s in-flight entertainment system, as the first-ever branded channel. Every passenger will get a glimpse of the campaign featuring our musicians, their interviews and unplugged performances, music videos and Banana Republic’s Spring/Summer 2009 runway show.
In partnership with iTunes, Banana Republic has developed a special iTunes album download available as a FREE gift with purchase from February 17 -26, 2009. The album includes previously unreleased tracks, current singles and classic hits by all nine artists in the campaign.
About Banana Republic
Banana Republic is a global accessible luxury brand that delivers the best in city style. Characterized by elevated design and luxurious fabrications, the Banana Republic lifestyle collections include apparel, handbags, jewelry, fragrance and eyewear. Banana Republic, a division of San Francisco-based, Gap Inc. (NYSE: GPS), can be found at over 500 retail locations in the United States, United Kingdom, Canada and Japan, BananaRepublic.com, or (888) BR-STYLE. In addition, Banana Republic is expanding its international presence with franchise agreements in Asia, Europe, Latin America and the Middle East. For more information, please visit gapinc.com.
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