DANIER LEATHER BREAKS BRANDING EFFORT
By Adnews Staff
Toronto-based Danier Leather Inc. has launched its fall campaign. The brand building effort is constructed around the notion of "Style in the city," said Ellen Rethore, vice president of marketing for Danier. The campaign, from Toronto's Zig, includes transit ads across Canada that began appearing late-September and print ads in the November issues of Flare, Quebec Elle, Vogue and Cosmopolitan. Super boards will follow, launching in the Toronto market in November, accompanied with another round of print advertising in the December issues of the fashion magazines. Newspaper inserts and a direct mail component will also be included. The retailer recently hired Keri Levitt Communications of New York to handle its public relations activities. In addition to supporting the retailer's advertising efforts, Keri Levitt will work to raise fashion awareness for Danier. In the U.S., posters and transit advertising will also centre around the "Style in the City" theme. The outdoor and print components of the campaign also feature the retailer's Web site address <http://www.danier.com>. Danier operates 76 stores across Canada and two locations in Long Island, New York.