NEW YORK — Calvin Klein is going back to the beach.
After blanketing Panama City Beach, Fla., a year ago with images and marketing plugs for its CK Calvin Klein products, the company is doubling its efforts for 2003 with a multibrand campaign targeted at 500,000 college students heading to the resort for spring break festivities next month.
Following an impressive reaction to the grassroots marketing program last year, as well as the popularity of underwear model Travis Fimmel — who made personal appearances on the designer’s behalf — the company has expanded the branding program to include its own beach compound, an e-mail campaign and CK products placed in students’ hotel rooms.
"Last year’s spring break promotion was very well-attended and the response to our branding events and activities surpassed expectations," said Kim Vernon, senior vice president of global advertising and communications. "This year’s challenge was to expand on the interaction with the target by adding branding and promotion, which we have achieved with stronger retail tie-ins, the unprecedented in-room branding, overall hotel connection and the e-mail communication post-spring break. CK brand products will be unavoidable, but integrated into a fun and value-added format."
Starting Monday through March 29, Calvin Klein will host music, beach and night-club activities throughout Panama City Beach, which is the most highly attended spring break destination in North America. A CK Beach Oasis will also be created with thatched-roof huts and palm trees, as well as CK branded beach furniture, where students can "relax, recover and recline" with body spritzers, a massage therapist and sound-canceling headphones. Promotions such as Calvin Klein-sponsored contests (think a quick-change race between two students to change into each others’ swimsuits) and a CK Jeans VIP room at the Spinnaker night club will also be anniversaried.
CRK Advertising, Calvin Klein’s in-house agency, has also created mirror decals, travel kits featuring the Crave fragrance and CK-branded doorknob hangers (reading "crashed," "do not disturb," "making waves," or "at the beach") that will be placed in the 383 guest rooms of the Sun Spree Resort.
As a follow-up, CK staff will be collecting student’s e-mail addresses for a post-spring-break promotion tied to department stores across the U.S. The promotion, coordinated with the Boston-based youth marketing firm Mr. Youth, will include placements for CK Calvin Klein Jeans, Calvin Klein Underwear, Crave and CK One fragrances, CK swimwear, eyewear, watches and socks, and Calvin Klein women’s accessories.
“These collections continue to build on that vision, empowering differently abled adults to express themselves through fashion,” said @tommyhilfiger of his line of adaptive apparel, which launches today. The line consists of 37 men’s and 34 women’s styles based upon the pieces from the spring Tommy Hilfiger sportswear collection. #wwdnews
“Stranger Things” is getting a new cast member for season 2. Meet @sadiesink_, the 15-year-old who will be joining the Netflix series for its new season. You may recognize her from “The Glass Castle” with Brie Larson and Woody Harrelson, but the Texas native’s next role goes in an entirely different direction. She describes her character, Max, as “a rough and tumble skater girl [who] becomes friends with the boys at school.” The second season debuts on October 27. (📷: @jgreenery) #wwdeye
Amid the Harvey Weinstein controversy, there’s another sector that’s being put under the spotlight for sexual abuse: the modeling industry. While rumors about abuse and sexual harassment of female and male models — and the photographers, agents and others who perpetrated it — have circulated within the fashion world for years, model @cameronrussell started posting stories from models on Instagram last week about abusive situations they’ve encountered — from sexual harassment and molestation to attempted rape. Over 75 have weighed in so far. Read more on WWD.com. Link in bio. #wwdnews
To celebrate its 16th anniversary, @dylanscandybar tapped designers and celebrities to create mosaics out of candy. The mosaics will be auctioned off to support the philanthropic cause of each participant’s choice. Pictured here is the mural created by @aliceandolivia's Stacey Bendet. For a first look at some of the other artwork being unveiled tonight, go to WWD.com. #wwdeye
The annual Veuve Clicquot Polo Classic in Pacific Palisades this weekend drew Kate Hudson, Tracee Ellis Ross, Laura Dern and more. See pictures of the star-studded event on WWD.com. (📷: @chelsealaurenla) #wwdeye
In his new book “Hollywood Royale,” Andy Warhol’s Protégé Matthew Rolston celebrates the Eighties revival of Hollywood glamour. Featuring more than 100 portraits taken by Rolston from 1977 to 1993, the book contains photos of icons like Michael Jackson, Cyndi Lauper, and @drewbarrymore, pictured here in 1991. “Hollywood Royale,” out today, will be accompanied by an exhibition opening at Los Angeles’ Fahey/Klein Gallery on March 1. #wwdeye
"Nowadays when life is not so happy with everything going on in the world, I think people come to me for a little bit of whimsy and color and fun." - Designer Rebecca De Ravenel on her cult-favorite jewelry line. (📸 : @vsteves) #wwd40
“Everyone is talking about how the retail industry is struggling, but I think it’s an incredible time because brands who are doing something different and innovative are setting themselves up for the future,” said @adamgoldston, who founded the luxury athletic brand @apl with his brother @ryangoldsten. The Goldston’s are part of WWD’s 40 under 40: a group of industry notables. See the rest of the list on WWD.com. (📷: @vsteves) #wwd40
@eyeswoon blogger Athena Calderone debuted her first-ever cookbook, “Cook Beautiful,” which is heavily centered on the presentation and visual expression of food. Pictured here are her miso glazed carrots from the book. Get the recipe on WWD.com. (📷: @johnny_miller_) #wwdeye