Gap Cuts TV, Boosts "Vote For _____" Effort

  • October 17, 2008
As Gap Inc. continues to find ways to stabilize its flagship Gap brand business and refine its target audience, it says it won't run TV ads for the rest of the year, focusing instead on its broad "Vote for ____" campaign, which aims to engage with 85 million voters by Nov. 4. (The effort encourages consumers to write in their passions.)

"Gap brand's marketing initiatives are shifting to a mix of traditional and non-traditional tactics, including influencer programs and multifaceted campaigns," it said, in a meeting with investors. The company says that despite declining sales and market volatility, it's on target to meet its financial goals.--Sarah Mahoney

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