Gap Inc.
February 4, 2013
New York, NY (February 2013) - Banana Republic’s new global marketing campaign, titled “Love,” solidifies the brand’s emotional connection with customers by celebrating the joy-filled moments in life with iconic Banana Republic product.
The campaign features models Jessica Hart, Naty Chabanenko, Arthur Kulkov and Andrew Cooper in stylishly versatile Banana Republic looks, celebrating the best of spring trends: color, tailoring and denim. Captured by renowned photographer Andreas embody Banana Republic’s Sjodin and set in a Mediterranean-style Bel Air home, Hart, Chabanenko, Kulkov and Cooper effortlessly modern style, while exuding the optimism of being surrounded by loved ones. The cast mingles with their significant others, children and pets on a lighthearted set filled with heart-shaped props, roses and décor, such as an oversized paper heart cut out and a lush heart-shaped shrub made of red roses.
Inspired by the power of emotion, the Love campaign aims to engage consumers by tapping top fashion and lifestyle blogger, Joy D. Cho of Oh Joy, and her husband to share their personal story of romance on the brand’s social channels. The couple will recreate their first date, wearing beloved Banana Republic items, for inclusion on the brand’s Facebook, Instagram, Twitter & Pinterest accounts.
“The Love campaign reflects our passion for celebrating our customers’ most meaningful moments – both large and small,” said Catherine Sadler, Banana Republic’s Global Chief Marketing Officer. “The images beautifully illustrate Banana Republic’s spring style in a soulful way, and the use of an influential blogger enables us to extend our content and reach, which is both fun and exciting.”
To further engage consumers, Banana Republic will ask their Instagram and Twitter followers to share photos of hearts for a chance to be featured in a special Valentine's Day album posted on the brand’s Facebook page.
As part of the campaign in the U.S., Banana Republic is also partnering with Match.com to host 8 in-store meet and greet events in key markets, including New York, Los Angeles, San Francisco and Chicago. These private “After Hours” events will be targeted to local Match.com members in an effort to expand the brand’s consumer base even further.
The campaign will appear in March issues of national magazines including Vogue, Elle, Marie Claire, Vanity Fair, Details, GQ and more, supplemented by print, outdoor, online and direct mail. It will debut in store windows beginning February 7. To join the conversation, visit Banana Republic’s Facebook, Twitter, Pinterest & Instagram communities with hashtag #BRLove
ABOUT BANANA REPUBLIC
Banana Republic is a global apparel and accessories brand focused on delivering modern, covetable style for professional men and women. The brand offers elevated clothing, handbags, jewelry, and eyewear designs at accessible prices. Dedicated to helping customers achieve professionally and personally, Banana Republic offers versatile work wear that can be styled for any occasion – from desk to dinner. A division of San Francisco-based Gap Inc. (NYSE: GPS), Banana Republic can be found in over 650 company-operated and franchise retail locations: United States, United Kingdom, Canada, Japan, Italy, France, Asia, Eastern Europe, Latin America and the Middle East. Customers can also shop online or at (888) BR-STYLE. For more information, please visit gapinc.com.
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