Levi to relaunch site

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Levi Strauss & Co. plan to relaunch its jeans' Levi.com site with new content features in an effort to become more of a destination site. Levi's has mostly focused on sponsorships on the Web in places such as music site Sonicnet, but new online advertising campaigns are in the works, including tie-ins to traditional media, said Jay Thomas, Levi's director of digital marketing. The site relaunch features new and weekly updated content following the feel of the brand, he said, that will spotlight interesting and unique individuals. The Levi-dubbed ``Webumentaries'' (an interactive cyber-documentary) kick off with New York rap artists Wax Poetic, to be replaced in a few weeks by a young San Diego woman who designs surf boards, who will be followed by young people involved in the beat poetry scene.

Copyright April 1998, Crain Communications Inc.

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