NEW YORK, Sept. 30 /PRNewswire/ -- Beginning with Fall 2010, Nautica® unveils a new campaign, Ocean to Ocean, that features and celebrates life on our American coasts. The campaign focuses on real people, places and stories and will be a collage of both models in fall fashions and real people doing extraordinary things in their coastal communities. The Ocean to Ocean campaign will highlight the sailors, the kiteboard champions, the marine biologists, the families, the local hidden spots, the community events, the people and places that bring to life an everyday passion and deep connection to the water.
Created by the Nautica in-house advertising team, the new campaign, debuting for Fall 2010 and continuing through 2011, makes a strong statement about Nautica's commitment to water and to the coastal communities that it serves. Ocean to Ocean will feature coastal communities from across the United States, from Seattle to Maine to the Gulf Coast and beyond by highlighting these inspiring regions and telling the stories of everyday people who embody the spirit of Nautica. The campaign emphasizes the life well-lived, connecting to community, and raising families. Nautica plans to give back to the communities that it highlights in the campaign through Nautica sponsored activities, such as swim lessons for children in Seattle.
The first Ocean to Ocean campaign, shot in Bainbridge, WA (outside of Seattle) and San Francisco Bay, combines beautiful images of models Andrew Cooper and Jennifer Rose, photographed by Anders Overgaard, on the Seattle-Bainbridge Island Ferry and at Rosario Beach at Deception Pass State Park with images of our Seattle and San Francisco real people telling their own unique and engaging stories. The people of the American Northwest Coast, from San Francisco to Seattle, have a deep connection to water in their everyday lives. Some commute to work by ferry, live on their sailboats, become advocates for ocean conservation, or open sustainable seafood restaurants in their communities.
The Nautica brand's new campaign will connect in-store, social media, partnerships, public relations and advertising. The Ocean to Ocean campaign will launch with a collage image in the October issues of Food & Wine and Travel + Leisure magazines. The ongoing campaign will feature multi-page units, such as spreads and gatefolds, in select fashion and lifestyle publications, targeted and unique/non-traditional out-of-home displays as well as an extensive digital campaign/extension/experiences. Nautica is teaming up with Travel + Leisure and Food & Wine magazines on an integrated marketing campaign and an interactive contest that launches on September 15th. Nautica will select up to four (4) finalists — real people to feature in a custom advertorial where their real stories and personal definition of the American Coastal Lifestyle will be portrayed in the May 2011 issue of Travel + Leisure.
In addition to the print campaign, a dedicated microsite NauticaOcean2Ocean.com, will highlight videos, stories and insights into coastal regions around the country and the people, traditions and places that inspire Nautica. The digital component will seamlessly utilize all Nautica online assets - NauticaOcean2Ocean.com, Nautica.com, Nautica360Blog, social networking sites (Facebook, Twitter, YouTube and Flickr) to develop a comprehensive story for Ocean to Ocean. The digital campaign will run across both Yahoo and Google's extensive ad networks. The microsite will launch with 5 videos from Seattle and San Francisco filmed by Geoff Ryan, must "sea" places along the way, the inspiration behind the community, gear to take with you, and diaries/journals.