NEW YORK: The Limited has hired Alison Brod PR (ABPR) to support all PR efforts for the brand and play a key role in its new product launches, corporate initiatives, and national and regional outreach.
Jennifer Bayley, PR director at The Limited, explained that in early 2007, when Sun Capital bought controlling shares of The Limited from Limited Brands, her team decided to boost its emphasis on PR, which had been handled in-house.
"We were one of the first American sportswear retailers. People have a great fondness [for us], but I think they forgot who we were," she said. "We wanted [an agency which] would be able to reintroduce us."
ABPR will work with the retailer on special events, long- and short-lead placement, building relationships with magazine editors and stylists, and interactive media and consumer engagement.
The agency is in the beginning phases of a program-driven campaign that takes into account the life of the women who shop at The Limited. It will involve regional market outreach and programs that will generate buzz.
Alison Brod, founder and president of the agency, said, "I've been following this company very closely." In fact, Brod's first real job was at a Limited store in Boca Raton, FL.
"We really pitched a mixture of our celebrity placement skills, our regional marketing skills, and our experiential skills, in addition to our trend expert," she said.
In late 2007, The Limited invited six firms to pitch for the business. It chose ABPR, partly due to its proven track record and knowledge of the brand, said Bayley, adding that women at ABPR were "young, successful, sophisticated, and fashionable," reflecting the brand.