HALE AND HEARTY: American Rag, which is available exclusively at Macy’s, said actress and singer Lucy Hale will be the next artist to headline the brand’s upcoming All Access campaign. Launched in February, the All Access program offers fans direct access to exclusive music, videos, contests and private meet-and-greets with popular musicians. Hale’s All Access campaign for American Rag will kick off on April 21 with an Instagram contest and continue through June with social activation and marketing collateral featuring Hale modeling American Rag.
Hale, who stars in “Pretty Little Liars,” won the Teen Choice Award for Summer TV Female Star last year. Her debut album is called “Roads Between.” There will be an in-store appearance at the Sherman Oaks, Calif., store on June 14. For an Instagram Flyaway Contest from April 21 through May 19, fans can “regram” the official contest photo posted on April 21. Hale will “hang w/” fans using the “Hang w/” app on their iPhone, iPad or Android device. In February, American Rag All Access kicked off with pop-rock group We the Kings.
This story first appeared in the April 10, 2014 issue of WWD. Subscribe Today.