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G+G launches consumer marketing campaign for Rafaella

23
Oct '08
Graj + Gustavsen announced that it has launched its consumer marketing campaign for rafaella, a women's career and casual sportswear apparel brand, through a series of online marketing initiatives.

rafaella began working with G+G in 2007 to reposition the brand to resonate uniquely with modern women. G+G built on rafaella's legacy of making The Perfect Fitting Pants, culminating in the new rafaella positioning which combines innovative performance features and fabrics with great designs. The result is rafaella form + function offering “Smart, Beautiful Clothes for Work and Life.” The company has trademarked the term “ergo-fti” to represent this unique design concept.

Under the new mandate, G+G worked with rafaella to create and launch an integrated consumer marketing campaign designed to build online consumer awareness of the brand through the launch of an enhanced website (http://www.rafaellasportswear.com/), e-newsletters, interactive forums, blogs, giveaways, banner ads, social media initiatives and cooperative advertising with retail partners.

“We are excited to continue working with rafaella to unveil and build awareness of the brand,” said Simon Graj, Founding Partner of G+G. “Through a compelling online marketing campaign that captures the authentic basis of the brand, we will establish and grow rafaella form+function's online presence while forging a deeper connection with customers.”

Christa Michalaros, CEO of rafaella group, stated, “We are thrilled with our partnership with G+G and on future brand building initiatives for the rafaella group. Their knowledge of rafaella and its customer is invaluable as we continue to elevate the brand.”

Graj + Gustavsen is a New York based strategic and creative branding firm. For over 18 years, G+G has partnered with brand owners, investors, and operators to successfully maximize brand value by creating, extending, and rejuvenating businesses and Brands.

Graj + Gustavsen


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