NEW YORK: Nautica kicked off the Holiday “Well” Wishes Photo Project on Facebook today to support the delivery of clean drinking water to developing countries.
The initiative encourages fans to upload photos of their families wearing Nautica apparel to the company Facebook page. Fleishman-Hillard, which was hired by Nautica to lead PR efforts for the campaign, created the tab and helped to develop the concept of the project, said Rosalind Drisko, director of marketing communications at Nautica.
As part of the project, Nautica will donate $5,000 to nonprofit organization Charity: Water to help build a well in an underserved nation. The location is yet to be determined, but Drisko said it may be a country in Africa.
“We thought about what we could do for the holiday season to stand out a little bit or do something that's interesting to families, and we thought about family portraits as an important holiday tradition,” said Drisko. “We wanted to also bring charity into it and incentivize families when doing their family portraits to also give back.”
Consumers will receive a 30% discount coupon for Nautica apparel from November 7-14, Drisko added. Fleishman, who will handle the campaign until the end of this year, also facilitated an alliance with Hallmark for the project, which will offer participating consumers a discount on holiday cards.
The agency is working with Nautica's internal digital and PR team of four employees on outreach efforts, including pitching fashion and parenting media outlets, national newspapers, and bloggers.
“We're really targeting the mom bloggers, so we've been giving them a sneak peak, and telling them what we're doing,” Drisko explained.