Bootlegger begins Generation B campaign
By Adnews Staff
Vancouver-based clothing retailer Bootlegger has begun a new advertising campaign called “Generation B.” The initiative consists of advertising, public relations and promotions intended to generate excitement about the brand, according to the company. The campaign is running in stores and on the Bootlegger.com website. The creative makes use of photographs of 54 young people from 83 Canadian markets where Bootlegger stores are located. Residents of each community are invited to vote online for their representative. After voting, visitors will receive a discount on a future purchase. The candidate who receives the most votes will win $10,000. The 54 participants are intended to participate in a word-of-mouth component of the campaign by encouraging their friends and other members of their communities to vote. The company has constructed a private website for the participants offering campaigning advice, MySpace.com templates and promotional posters. “We wanted to do something bold in our new ad campaign,” said Dustin May, the company’s director of marketing. “We wanted to take inspiration from the streets of Canadian cities and run a campaign that involved the real people that make up the communities where Bootlegger resides. If someone sees a model in an ad they probably won’t connect with it, but if they see a leader, a friend or this successful person everyone’s heard about from their community smiling back at them, they’re going to take notice.” Public relations are being handled by Interim Communications of Abbotsford, BC.