Gap rolls out new 'Rock Color' summer marketing campaign
26 Apr '06
3 min read
This summer, Gap rolls down its windows and cranks up the music with the introduction of its Rock Color summer marketing campaign. Rock Color revisits the brand's roots as Gap recalls the spirit of the summer of 1969, the year the company was founded.
Rock Color is an integrated marketing campaign that infuses high energy, great music and bold colors through every campaign element. Launching this May, the campaign includes a pop-up store in the form of a retro-inspired traveling bus, an in-store promotion and online microsite offering customers the chance to win summer concert tickets, as well as a color explosion in print ads and in-store marketing.
"The summer of 1969 is part of the visual inspiration and soul for each element of this campaign," said Kyle Andrew, VP of Gap Marketing.
"We hope our Rock Color Bus Tour and Summer Concerts will evoke the fun and freedom of summer while enabling us to connect with our customers on a personal level," he added.
The first element of Gap's summer marketing campaign features the Rock Color Bus Tour. Throughout May and June, Gap will bring their stores to summer hot spots in the shape of a late '60's styled school bus. The traveling pop-up store will make an appearance at neighborhood beaches, festivals and other fun summer destinations in Los Angeles and New York.
Customers will be able to purchase iconic Gap items like T-shirts and hoodies and essential must-have summer items like flip flops and beach hats on the bus.
marketing@alchempro.com
