• by Larissa Faw , March 1, 2018

Untitled Worldwide is revealing its first work as Tommy Bahama's AOR that amplifies the brand’s “Long Live the Island Life” message.

Timed to coincide with the brand's 25th anniversary, the campaign evokes the island life philosophy by capturing tropical scenes of deep relaxation and sun-drenched vacation time.

"Long Live the Island Life" will run across television, mobile, social, in-store and digital channels. In addition to TV spots, OOH and in-store signage, digital components will run March 5 to June 24.

In addition to partnering with GumGum to run the creative throughout a network of websites, the work will also run across the travel website Lonely Planet. The brand will also be the sole sponsor of Lonely Planet's "World Island Guide" microsite, which features exclusive native content about the best beaches in the world.

Along with static, carousel, video and canvas ads running all throughout June, a variety of digital bulletin boards and banners will run in Fort Myers, Florida, airports and across the Hawaiian Airlines platform.

Working with Birdie Media, the creative will be showcased on golf cart wraps, caddie cuffs and website banners in sun-centric cities. The brand will also offer free rides for people in Fort Myers and San Diego via a partnership with The Free Ride.

The execution is designed to expand the Tommy Bahama brand beyond the core affluent, middle-aged fan base to reach more people throughout the country, says an Untitled spokesperson.

"In an age of broken workaholic culture and increased awareness around the harmful effects of stress, the Tommy Bahama brand evokes the island life philosophy and takes a stand in support of relaxation and vacation time in our fast-paced world," she says. "Tommy Bahama has a feverishly loyal audience, and we're excited to tap into an even broader audience that shares an affinity for the island lifestyle."