Iconic apparel and accessories brand Gap is undertaking an interactive beach trip to promote its latest summer fashion collection, 1969 – named after the year of the brand’s creation.
After a competitive pitch process, the campaign created by London-based marketing agency BD Network creates storytelling content at a selection of sun-drenched beaches across Europe. Designed to build brand awareness and acquire new customers, the campaign has also been selling the GAP summer range in memorable and interactive ways.
Working with in-house staffing agency The Staff Room, BD Network is touring the pop-up Gap store at beaches in England, the South of France and Italy, with its team of multi-lingual brand ambassadors. Gap fans can follow the journey on Twitter using #GapBeachTrip on the accounts of Gap UK, Gap Italia and Gap France.
Ben Wittmann, senior director of marketing at Gap Europe, said: “Our VW camper, travelling with our three influencers and our current range, is on tour across three destinations in Europe. We will be shooting content to tell the story of our Summer Collection and our travellers being on their perfect summer road trip. Our aim is to bring a slice of West Coast American cool to the European shores, and bring Gap to areas with no store presence.”
Taryn Gelder, senior account director at BD Network, said: “The campaign is designed to not only bring tangible products to new locations, but to also create a narrative before and after the collection’s launch, generating sharable content that brings Gap’s effortlessly cool style to life, making the brand synonymous with summer.”
Gap is the namesake brand for leading global specialty retailer, Gap Inc., which includes Gap, Banana Republic, Old Navy, Athleta and Intermix.