9 April 1998: Sunglass Hut International of the US announced the launch of its first major image advertising campaign, designed to position the brand as a point of destination and appeal to consumers`…
9 April 1998: Sunglass Hut International of the US announced the launch of its first major image advertising campaign, designed to position the brand as a point of destination and appeal to consumers“ desire to enhance their look. The campaign is said to have cost the company US$ 5 million. “Gotta Have A Look” is the tagline and theme of the print and direct mail campaign created by US-based agency Cooper HMS Inc. The campaign is the most aggressive ever launched by Sunglass Hut, which is the world“s largest specialty retailer of sunglasses. The approach features a cross-section of real individuals who are active, achievement-oriented and spend a lot of time in the sun, said the company. The company said that the campaign, shot by the famous photographer David Maisel, is “strongly photography-driven and includes the brilliance and warmth of sunshine in every shot”. “This campaign is designed to create a clear and compelling positioning for the Sunglass Hut brand,” stated John X. Watson, president and CEO of Sunglass Hut International. “We are much more than an accessory retailer. We are experts on lifestyle, on fashion and, of course, on sun. This campaign captures that expertise and makes a creative call to action at the same time.” In addition to full-page ads planned for leading consumer publications, Sunglass Hut International is launching a Partnership Program consisting of strategic cooperative marketing programs with key sunglass vendors. The Partnership Program will include a co-op branded national magazine ad campaign, a “mini-magazine” featuring specific brands, in-store signage and an aggressive public relations campaign targeting consumer publications and daily newspapers nationwide.