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Debut for women's clothes brand, Donna.com

Published on .

HONG KONG--Atlanta Sportswear is introducing a new women's clothes label, Donna.com, with a print and outdoor campaign in Hong Kong via Euro RSCG Partnership. The ads position the new brand as the "clothes for work and play."

Atlanta Sportswear is a Hong Kong-based clothing manufacturer that already produces established clothing lines under the Donna brand for women and the Reno brand for men.

The execution, shot in Australia, features a stylishly dressed woman who is bowling, with "suitably terrified male colleagues" in place of traditional bowling pins, says Euro RSCG Managing Director-Chief Creative Officer Kitty Lun. "Donna is a bit more mainstream, but Donna.com has attitude."

Donna.com is pronounced "donna dot com." The ads are running in mass-circulation magazines, outdoor media and in Hong Kong's MTR mass transit rail network.

Copyright November 1998, Crain Communications Inc.

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