Effort: "Express Find the Next Model Search."
Twist: To drive in-store traffic this fall, the Limited-owed Express chain joined forces with Next Model Management for a promotion calling all customers interested in becoming models. Fifteen winners will receive modeling contracts worth a total of $425,000, and three may appear in future ad campaigns for Express. The promotion, expected to draw more than 60,000 participants, is backed by in-store events, posters, publicity and a targeted direct mail campaign. Elle is a presenting sponsor.
Vital statistics: Participants can enter by mailing in two photos with an entry form available at Express' 700 stores nationwide, or by attending a model interview event at 10 Express stores this fall. In-store events began Aug. 19 and run through Oct. 24. Information is available online at www.express.style.com or www.nextmodels.com.