American Casual Wear Tommyhilfiger Launched The Latest Print Ads To Enhance Brand Awareness

The people in the picture above are the model line-up of the new Tommy Hill TommyHilfiger, the new autumn advertising, network and outdoor advertising campaign, which is called "the ultimate picnic party". They are not entirely traditional.

There were a couple of parents (usually holding bloody Marie cocktails); several children, including a son who was kicked out of boarding school, a daughter who could not speak and a Portuguese exchange student; two bhagi hounds, and a wagon. Imagine this fashionable collection as "modern family".

"This new advertising campaign will push our visual characteristics to a new direction and respect our brand aesthetics," said Tommy Hilfiger, founder and chief designer of the brand. "This is the first time that we have really captured the brand's 25 year old beautiful American sportswear traditional advertisement."

In this global advertising campaign, Hill's family gathered in a rugby court. The car boot was opened, the blankets were shaken, the picnic basket appeared, and finally the picnic party began. Compared with previous attempts and other fashion advertising activities, this activity is different from creating an unhealthy family with 16 members and humorous elements. By using relaxed behavior and creating a story, the designer brings life to the characters in an unforgettable way.

In the film, the roles are played in the prefabricated costumes (to Glen's grille ice bucket). They wear all series of Hilfiger's costumes: T series, Macy series, Tommy Hill's sportswear series, accessories and authorized products.

This autumn advertising film is produced by Hill, Laird+Partners, a new advertising company, and was photographed by fashion photographer Craig (CraigMcDean), and is modeled by KarlTempler, a famous stylist designer. It is the first part of the family's tradition, tourism and adventure continuum description.

"We want to show the uniqueness of the brand, it must have a strong prep style and qualification, but also have the classic leisurely, deceitful and humorous feeling that only Hill Fei Ge brand can bring." Torey Laird, chief executive and Executive Creative Director of Laird+Partners, said: "we want to do something different from Tommy Hill. I talked to Tommy and the key people who worked there, and realized that when they weren't so serious, it was pretty good. {page_break}

The campaign began with 10 pages of advertising in fashion, GQ, Harpers fair, vanity fair, and 18 European publications in September. In Amsterdam, Brussels, Zurich and other European cities, there is also a key outdoor advertising section. About 40% of the European budget will be devoted to outdoor advertisements with large advertisements and random posting of family panorama.

Online advertising will include banner ads, skyscrapers advertising and web advertising. According to the published report, Hill Fei spent $32 million last year on his global advertising campaign, excluding perfume. As a subsidiary of Phillips-VanHeusen group, Avery buck, vice president of global marketing and media executive Hill Fei Ge declined to disclose the advertising budget, but said the company plans to increase its spending to 60% this year.

On the Internet, consumers can access advertising films on Tommy network "get together", including files of each family member. For example, a son NoahHilfiger is described as "pleasing to the eye." Driving style is stiff. From Boston to Baltimore, traffic violations are everywhere, but no damage has been done to him. Consider changing your name in order to transition to the future performing arts. "

The description of LeaHilfiger, a matriarch, is like this: "after graduating from Wellesley College, she met her husband (Bernard) on a trip to France. Always keep plenty of water, but somehow, often tired. Every quarter of the canyon pasture short trip is essential. Recently, through the introduction of my dear Luis, a semi adoptive Portuguese exchange student who never came home for some reason, I discovered the love of Ibiza dance. "

Some of the roles will be published on social networking sites Facebook and Twitter. For example, users can pay close attention to Noah's overnight stay in Manhattan. In addition, there was also a shot behind the scenes in Losangeles, which was caused by a heavy rainstorm in Long Island in March.

In addition to online advertisements on websites such as New York Times, Style, Polyvore, GlamNetwork, Hill Fei GE has developed the ultimate preparatory student tail Party radio station and the Internet broadcasting service station Pandora. The 10 stations sampled the artists and genres who loved Hilfiger family members. For example, Bernard radio will focus on classical Lyric pop music, and Noah will have independent rock bands, four languages and an aspiring playwright's daughter Chloe, which may be characterized by Mozart.

Laird, creative director of advertising company and chief designer Hill are working with Code&Theory, an interactive advertising agency, to plan social media activities. Some of the online functions will be "Chloe's Wardrobe", "Morgan's (one of the hounds of bhagi)", "Bernard's books" (recommended by literary works) and "Sam's prep pop music" (his playlist).

"We bring the Hill Fei GE's tone, humor and fun into the online experience," Barker said. "We will develop special content based on each role."

Buck said that the company plans to organize some "tail party dinner" in Europe in autumn, because the American custom is not particularly famous in Europe.

"We look at it as a growth plan," Barker said. "In the next quarter, Hill will come back."