Unionbay is hitting the big screen.
This story first appeared in the July 10, 2003 issue of WWD. Subscribe Today.
The Seattle-based company, known for more than 20 years as a supplier of sportswear and denim geared to a teen audience, will launch a comprehensive ad campaign for fall. Besides print in magazines such as August issues of Teen People, Teen Vogue, Rolling Stone and Stuff, Unionbay is filming TV spots to run on teen-oriented cable networks and in movie theaters. In addition, regional markets will be targeted with radio spots and outdoors on billboards and kiosks.
The ads, called “Hollywood Backlot,” feature a dozen aspiring actors and models photographed by Dewey Nicks at the Charlie Chaplin Studios in Los Angeles.
The company generates sales of about $300 million annually which includes the Reunion and Sergio Valente labels. It will spend $5 million on this campaign.
Executed by Toth Brand Imaging, this campaign could be a forerunner of bigger and better careers for these models yearning to become serious actors. Unionbay is known for its support of up-and-comers, with past campaigns featuring Hollywood successes such as Hilary Swank, Amy Smart, Kip Pardue and Shannyn Sossamon.