Gap rolls out new 'Rock Color' summer marketing campaign
26 Apr '06
3 min read
Gap's Rock Color Bus Tour kicks off in Los Angeles on May 5 and concludes at the New Jersey shore on June 25. In May, Robin Lewis West, fashion expert and head stylist of the hit TV series The OC, will be on the bus in LA, offering expert style advice on how to build the perfect summer wardrobe.
The Rock Color bus will then make its way across the country to host a special VIP party in the Hamptons in June.
The second aspect of Gap's summer marketing campaign is the Rock Color Summer Concerts. Beginning May 1 through June 18, Gap customers in New York, Los Angeles, San Francisco and Chicago will have the chance to win tickets to some of this summer's hottest concerts.
Gap's Rock Color summer marketing campaign, which consists of the pop-up store, the concert promotion, print, newspaper, outdoor, direct mail, online, radio spots, street teams and in-store marketing was developed by Laird + Partners, Gap's creative agency. Regan Cameron photographed the print campaign, which will run in May and June issues of magazines including Vanity Fair, Vogue and InStyle.
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