ISELIN, NJ: Maidenform Brands launched a multi-faceted marketing campaign to generate sales of its new Total Solution Maidenform bra, available at Macy's department stores.
The company also hopes to generate awareness of the overall Maidenform brand through a message about its technological innovation over the years, according to Norah Alberto, director of publicity at Maidenform.
“Since we're an 87-year-old company, our heritage is so important. There's so much technology and innovation that came from the beginning," said Alberto. "It's important for us to show the press that's where our roots are.”
To promote the launch, the company - working with Automatic PR on press and production - invited media and stylists to an event at The Box, a New York restaurant-theater, on May 14. The company displayed Maidenform bra designs throughout the years through a Vaudeville, burlesque-style performance.
"At The Box...we could get [attendees] to really learn about Maidenform and its history as well as the new technology we're introducing," said Alberto.
Working with both Automatic PR and AOR M Booth, the team is also conducting fashion and lifestyle consumer media and blogger outreach.
Alberto did not disclose a marketing budget.