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$3-4 Million Earmarked for Print, Outdoor and Radio

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NEW YORK (AdAge.com) -- Sean John, the clothing line started by rap mogul Sean Combs, will launch a $3-4 million spring advertising campaign in March to be handled by Blue Flame Marketing and Advertising, New York, according to an agency announcement. Mr. Combs is also CEO of Blue Flame.

The campaign includes multi-page outfolds in Vanity Fair, Vogue, Maxim, Details, Gentleman's Quarterly, Vibe and The Source magazines, the company said. There will also be outdoor and radio executions, but no television.

From January to October of 2002 Sean John spent $3.7 million in measured media, all of it magazine and outdoor advertising.

The campaign theme is "It's Not Just A Label, It's A Lifestyle." The ads will recognize a variety of individuals judged to have "moved the meter" in their respective industries, including actor Vincent Pastore of "The Sopranos."

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