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Live in Rockport connects fashion & function
15
Feb '08
The Rockport Company announces a new advertising campaign – “Live in Rockport” – to promote its 2008 collection. The campaign, developed with Boston-based agency Hill Holliday, was inspired by the sophisticated, authentic and wearable nature of Rockport shoes and will be launched in more than 60 countries worldwide in late February 2008.

“The 'Live in Rockport' campaign connects the Rockport brand to the global metropolitan consumer in an authentic and visually compelling way,” said Michael Rupp, Rockport CEO and president.

The new campaign captures the benefit of wearing a shoe that looks and feels good, as portrayed by people in everyday situations-ranging from a free spirit playing Frisbee to a mother holding a baby to a couple dancing in a club.

A unique combination of fashion and product photography techniques successfully illustrates the beauty, detail and style of the new Rockport collection. The common theme seen throughout the images in the campaign is one of people living their lives in a pair of Rockport shoes.

“Rockport represents shoes designed for life,” said Doug Gould, Hill Holliday SVP, Associate Creative Director. “We collaborated to create a campaign that brings that message to life and marries shoe and lifestyle imagery in a unique way.”

The “Live in Rockport” campaign will appear in print, radio and online advertising channels, on in-store displays and on the Rockport Web site. The company plans to update the campaign imagery later this year to promote the autumn/winter 2008 collection.

The Rockport logo and tagline, The Differences Inside, will continue to be used in all advertising, product packaging and branding.

The Rockport Company


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