Fashion Cares set to begin new campaign
By Adnews Staff
Charitable organization Fashion Cares is readying a new marketing campaign for its 19th annual fundraising event. The campaign, created by the organization's new agency The Marketing Store of Toronto, will include print, television, outdoor and direct mail advertising, plus a word-of-mouth component and collateral materials. Direct marketing will begin next week, while the main campaign will begin its six-week run on April 25. The Fashion Cares event will take place on June 4. The campaign's creative, like the event, will seek to mix the genres of cowboy and Bollywood movies. The ads will depict six archetypal characters from these genres, such as the Hero, the Muse and the Courtesan. Four of the characters will wear costumes from designers participating in the event. "The goal is to get Fashion Cares' message out to as many people as possible, and we believe this provocative creative will attract a lot of attention," said Paul Hains, chief creative officer at The Marketing Store. "A significant component of this outreach will be the television spots, the event's first TV spots in its 19-year run." One 30-second public service announcement will air on local television stations. Six 15-second ads will run on digital boards in high-traffic Toronto areas. Advertising will also run in magazines, newspapers, transit shelters and elevators. The creative will also be incorporated into the organization's website at <http://www.fashioncares.com>. Fashion Cares raises money for the AIDS Committee of Toronto.