• DM News, Tuesday, August 28, 2007 10:15 AM

Philips-Van Heusen's Arrow brand shirt is undertaking a $20-million-plus multichannel marketing campaign designed to raise awareness of--and financial support toward--restoring the deteriorating buildings on historic Ellis Island in New York. It includes national print ads, billboards, in-flight videos, eco-friendly hangers, online ads and a Web site with consumer-generated content.

 

The combination of a cause-related marketing program and social-networking campaign is a first for Arrow, according to Hitesh Patel, vice president of global communications at Phillips-Van Heusen. After a year and a half of research, the company determined that the brand's core audience cares about community, family, social values, supports the U.S. and is interested in having a connection to causes.

 

People can relate their personal experiences of Ellis Island and upload photographs and videos at We Are Ellis Island. The Web site already features numerous celebrities describing the experience of their families, including Christian Slater and cast members of "The Sopranos."

Read the whole story at DM News »