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Nautica unveils cause-marketing platform
May '09
Nautica, a leading global lifestyle brand, has announced the launch of a new cause-marketing platform that will focus on ocean conservation. For 2009, Nautica is a proud corporate sponsor of Oceana, a global ocean conservation organization, and supports its mission to protect the world's oceans.

Oceana with its team of marine scientists, economists and advocates win specific and concrete policy changes to reduce pollution and help prevent the irreversible collapse of fish populations and other sea life. In 1999, researchers discovered that less than one-half of one percent of all resources spent by North American conservation policy groups went to ocean advocacy. No organization was focused exclusively on ocean threats on a global scale until Oceana was created in 2001.

"Nautica is passionate about preserving the world's oceans and we are happy to be working with Oceana to reach consumers with important messages about how to get involved with this important cause," said Karen Murray, President of Nautica.

"Scientists say that our oceans are on the brink of an irreversible collapse," said Oceana CEO Andrew F. Sharpless. "Nautica and its new cause marketing platform will help us to build a constituency for the seas, to win more campaigns and to, ultimately, turn the tide for our oceans."

The Nautica brand's commitment to water and to the mission of Oceana, will be expressed through a variety of company initiatives and product categories throughout 2009, including the launch of Nautica Oceans, the brand's first water-based, ecologically friendly fragrance in its formula and packaging; an ocean-inspired capsule t-shirt collection; and acknowledgement of corporate contribution to Oceana on all Nautica UPC tickets.

The new-cause marketing platform will also include advertising, social networking, retail and sponsored events, in store displays, international communication initiatives and a World Oceans Day Celebration on June 8. In addition, Nautica and Oceana will combine efforts and have a corporate team at all Nautica sponsored events, including the Nautica South Beach Triathlon, Nautica New York City Triathlon and Nautica Malibu Triathlon and all proceeds from the sales of Nautica apparel at these events benefits Oceana.

Nautica has launched an exciting new microsite, TIDES-OF-CHANGE.com, to illustrate the importance of ocean conservation and its ongoing commitment to preserving the world's oceans. This interactive site encourages you to sign up and become an Oceana Wavemaker and receive information from Oceana so you can help support their mission to save the world's oceans, start your own wave or join an existing one.


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