NEW YORK — Phillips-Van Heusen is getting serious about its Arrow brand.
This fall, the company will debut the first ad campaign since it acquired the $1 billion label three years ago—a social awareness campaign centered around efforts to help rebuild Ellis Island, the facility in New York harbor that served as the entry point for 12 million immigrants from the 1890s until the middle of the 20th century.
Allen Sirkin, PVH president and COO, called the cause-related campaign a “major shift” for their advertising strategy. “Social responsibility is part of our corporate culture,” he said. “We thought [Ellis Island] was a fabulous cause and a fabulous opportunity for us and Arrow.”
The comprehensive media campaign will employ “famous and everyday Americans” recounting their families’ stories of immigration, struggle and success to raise awareness about the historical significance of the island.
It is estimated that 100 million Americans, or 40 percent of U.S. families, can trace their heritage through Ellis Island. Despite this landmark status, much of the facility has fallen into disrepair since it closed in 1954.
The Save Ellis Island campaign will include print, outdoor, television, radio, in-flight video and 60-second cinema spots. Notables, including Christian Slater, actor Richard Belzer, Carmine Giovianzzo, as well as four members of The Sopranos cast, are scheduled to star. Many of the personalities’ families immigrated through Ellis Island.
PVH also selected 30 everyday Americans to tell their families’ stories. “The real hero of the campaign is the American and the American experience,” said Hitesh Patel, vice-president of global communications for PVH. The cornerstone of the campaign, another first for the company, will be a Web site featuring an online forum where consumers can post short videos of their stories and connections to the island. A promotional version of the site, WeAreEllisIsland.org, will go live soon, with the complete site to launch this fall.
In addition, commercials for the Arrow brand, to land concurrently with the public-service announcements, will also highlight the Save Ellis Island effort. “The Arrow brand is 150 years old, and born and raised in America,” said Sirkin. As such, the connection between the brand’s heritage and Ellis Island was natural, he said. The Arrow ads will share content and messaging with the Save Ellis Island ads. Subjects in the Save Ellis Island ads will wear Arrow clothing.
PVH did not release costs, but said the campaign is Arrow’s most expensive in recent memory and is likely among the largest in the company’s history. PVH expects to run the ads for two years.
Sirkin said the company had been looking for ways to reestablish the brand’s equity with consumers. PVH became aware of the Ellis Island restoration project and contacted Save Ellis Island, the non-profit organization leading the effort, and quickly reached an agreement with the group and the National Park Service, which manages the island.
Before the ad campaign took shape, PVH donated $500,000 last year to help rebuild the Ferry Building, the island’s main facility, which was rededicated April 2 of this year.
Production of the upcoming campaign started at Ellis Island last week. Nearly $1 million was spent over three days shooting stills and TV spots, and getting footage for a not-for-profit documentary about the reconstruction. Included in the footage is PVH CEO Emanuel Chirico, whose grandfather immigrated through Ellis Island. Timberland CEO Jeff Swartz was also taped recounting his family’s passage through the facility. Famed photographer Richard Phibbs shot stills for the print and outdoor ads.
In addition to the advertising initiative, PVH is also tapping the private sector to raise funds for the rehabilitation of the island. Renovating the 30 dilapidated buildings will require an estimated $200 million. PVH has not yet set fundraising targets.
EXCLUSIVE: @tomford is opening its first-ever beauty store. The boutique, which opens November 20 in London’s Covent Gardens, was designed with the over-the-top glam Ford is known for. Read the full story on WWD.com, link in bio. #wwdbeauty #wwdnews (📷: Simon Wagner) #TomFordBeauty
New York-based DJ @harleyvnewton threw a party to celebrate the holiday collection of her dress and pajama line @hvn at the Ladurée Beverly Hills. It Girls @katebosworth, @rashidajones and more joined in on the fun, which included cocktails, croque monsieur sandwiches and a photo booth. #wwdfashion (📷: Owen Kolasinski/BFA.com)
For the holidays, @Burberry partnered with 20-year-old artist @blondeymccoy on a series of three outdoor murals in downtown Manhattan. The murals are McCoy’s interpretation of a Christmas eve party, the idea of charity and the spirit of family. His third mural, pictured here, is the most personal. The image depicts McCoy’s grandparents and father in London’s Trafalgar Square in the Seventies. “My work often features lots of sentimental objects.” #wwdeye
For spring 2018, designers applied bold colors and cartoonish motifs on everything from sneakers and belts to key chains. See all the top men’s accessories trends on WWD.com. #wwdtrends (📷: George Chinsee; Prop Styling by @rnasti; Market Editor: @luiscampuzano)
The @dior-sponsored @guggenheim international gala pre-party has a history of drawing cool-girl musical acts to serenade the crowd –– and last night was no exception. @haimtheband performed songs both new and old, and lured a star-studded audience with the likes of Rebecca Hall, Kate Mara, Mamoudou Athie and more. #wwdeye (📷: @lexieblacklock)
In a partnership between the @metopera and the @englishnationalopera, “Marnie” was born. The opera, with costumes sponsored by @mrporterlive, is an adaptation of the 1961 thriller by Winston Graham. Arianne Phillips, who created the costumes, is no rookie: She’s styled Madonna for her tours and created costumes for a myriad of films in the past. Read WWD’s interview with Phillips, where she talks about her inspiration for the opera’s costumes on WWD.com #wwdfashion
@barneysnyc took a different approach to their holiday windows this year. Instead of Christmas decor, Barneys tapped @thehaasbrothers to tell a story of positivity, gratitude and inclusivity via heartwarming silliness and humor. “It’s about kids and it’s about coming together and being family and loving each other,” said Simon Haas. #wwdfashion (📷: @joshuascottphoto)
Beauty influencer @kandeejohnson makes her foray into hair care with a collaboration with @ogx_beauty — making it the first time that OGX has teamed up for a product creation. The collab includes shampoos and conditioners in three scents. At 39 and a mom, Johnson is a different profile than the emerging social media stars, but is considered one of the pioneers of the digital beauty influencer world. Read WWD’s interview with her on wwd.com, including the strangest beauty product she’s ever tried #wwdbeauty