New menswear brand Material London & Virgin Atlantic Airways embark on marketing venture
13 Oct '05
3 min read
Macy's Merchandising Group, a division of Federated Department Stores Inc, and Virgin Atlantic Airways jointly announce a strategic partnership between new menswear brand Material London and Virgin Atlantic Airways. The foundation of the partnership will be an innovative marketing program that reaches consumers at all levels - in-flight, in-store and in-home.
Key elements include: an irreverent, co-branded advertising campaign that reflects the distinct personalities of both brands and targeted opportunities for each brand to reach the other's core consumers. The partnership will commence in October 2005.
Material London, a collection of clothing that celebrates London's legendary influence on menswear, will be launching exclusively at Macy's stores nationwide in fall 2005. The collection will feature stylishly forward clothing with razor-sharp lines, sophisticated fabrics and a timeless fit. Material London is designed for the man who expects the utmost in quality and appreciates detailing.
'Material London is a new brand entering the menswear market, and aligning with Virgin Atlantic's distinct brand personality was a natural fit for their business,' said Nancy Slavin, Senior Vice President of Marketing for Macy's Merchandising Group. 'Both brands are synonymous with the smart style that is unique to London. They're thrilled to be launching Material London with this innovative, strategic marketing partnership.'
The partnership will continue through Fall 2005 with a co-branded print advertising campaign in major newspapers, including The New York Times, The Miami Herald, the Los Angeles Times, and the San Francisco Chronicle. The campaign will introduce a series of well turned out characters wearing Material London clothing while enjoying the amenities of the high flying Virgin Atlantic flight experience. The campaign will feature three different scenes photographed in the award-winning Upper Class Suite, at the Upper Class onboard bar and at the Virgin Atlantic Clubhouse at John F. Kennedy International Airport.
marketing@alchempro.com
