A Sunday afternoon conversation between the designer and Rolling Stones lead singer Mick Jagger led to the deal to be a sponsor of the band's 1999 "No Security" U.S. tour and an ad campaign featuring the Stones, breaking in early 1999 (AA, Dec. 7).
"Not only are they the biggest rock band of all time, their [fans'] age groups span everybody," said Peter Connolly, exec VP-global marketing at Tommy Hilfiger USA.
$10 MILLION EFFORT
The $10 million campaign will include print and outdoor advertising, in-store events, radio promotions and concert venue signage.
The advertising, from Arnell Group Brand Consulting, New York, will break in February issues of fashion and lifestyle magazines. It mixes shots of the Stones in concert with shots featuring models in Hilfiger sportswear and licensed products including shoes and sunglasses.
The ads also feature a logo superimposing the Rolling Stones' trademark lips-and-tongue icon over Hilfiger's flag logo.
This is the second entertainment marketing effort for Hilfiger.
The company's Tommy Jeans brand has a promotional tie-in with the upcoming movie "The Faculty," including clothing the cast and featuring the stars and director in TV spots and print ads.
A phone conversation between Mr. Hilfiger and Mr. Jagger, who are friends, spawned the Rolling Stones sponsorship, Mr. Connolly said. After Mr. Jagger mentioned the band would tour again this year, the designer asked if there would be sponsorships available on the tour and the idea developed from there.
Tommy Hilfiger has been stressing non-traditional marketing, such as entertainment tie-ins that have more "legs" than traditional advertising, Mr. Connolly said.
Last month, the company launched a new airship with its logo, replacing one that was destroyed by bad weather recently.
While the old airship promoted only Hilfiger's athletic apparel line, the new