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Johnston & Murphy and Tiki Barber begin charity coat drive

29
Sep '06
Based on the success of the brand's award-winning campaign launched last year, Johnston & Murphy's fall 2006 national advertising features New York Giants running back Tiki Barber.

This October, Johnston & Murphy extends the two-year campaign by integrating Barber into an in-store charitable initiative. In conjunction with Esquire magazine, Barber will kick-off the brand's nationwide coat drive benefiting Career Gear, a non-profit organization that supplies disadvantaged men with interview-appropriate apparel and career counseling.

Every consumer who donates a coat during the month of October will receive a 15 percent discount off any new outerwear. Barber will make an in-store consumer appearance at Johnston & Murphy's New York City flagship store on October 10, 2006, to launch the initiative.

Created by Toth Brand Imaging, Johnston & Murphy's celebrity campaign is entitled “The Firm” and the concept welcomes new consumers to the work world of the brand. Reflecting the organization of law firms, ad agencies, and accounting firms, Johnston & Murphy's celebrity faces are the brand's new partners from sports and music.

"The campaign was created to rejuvenate the 156-year-old brand by portraying a fresher, more dynamic and relevant image in the marketplace and to highlight the brand's extension beyond footwear into apparel, luggage, leather goods and other premium men's accessories."

“We have spent the last few years repositioningJohnston & Murphy as a lifestyle brand, from our product to our in-store merchandising to our advertising,” said Jason Dasal, vice president of marketing for Johnston & Murphy.


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