NEW YORK — Choice Calvin Klein, the denim, innerwear and swimwear brand targeting 18- to 26-year-olds, has partnered with the Australian singing duo The Veronicas for a multifaceted fall promotional campaign.
The campaign includes advertising, event marketing and product placement and kicks off with a four-page ad insert in the October issues of Jane and Teen Vogue magazines. The spread will feature a removable branded card with details on how readers can download The Veronica’s first single, “4-Ever,” off of their debut album, “The Secret Life of…The Veronicas,” at choicecalvinklein.com beginning Sept. 9. At the Web site, visitors can find information on The Veronicas, the 20-year-old identical twins Jess and Lisa Origliasso from Brisbane, as well as photos of them in Choice Calvin Klein.
The online promotion will be supported by e-mail blasts updating consumers on upcoming performances. Supplemental e-mails also will be sent to readers of Allure, Nylon, Lucky and Marie Claire magazines. Allure, Lucky, Jane and Teen Vogue are, like WWD, owned by Advance Publications Inc.
The Veronicas’ first live performance will be held at The Roxy in Los Angeles on Sept. 28, in partnership with Teen Vogue. The second live performance will be hosted by Jane magazine and held at Double Doors in Chicago on Oct. 18. For both events, The Veronicas will be wearing Choice Calvin Klein. The Veronicas album is due out this fall.