Experiences that allow Tommy Bahama to show up in every day life to remind consumers to relax and "Live Easy".
To inspire guests to "Live Easy" in their daily lives, Tommy Bahama will convert from their disposable bags to reusable shopping bags. These bags can be used as a beach bag, grocery bag, gym bag, and can act as a reminder to take time to relax.
TOMMY'S RELAXATION TIPS FOR ALEXA & GOOGLE
An Amazon Alexa and Google Home integration will be available, allowing people to ask for "Tommy's Relaxation Tip of the Day." This integration provides Tommy Bahama with a way to integrate into the daily lives of their customers in a new way. Rather than just being seen as a place that sells vacation apparel, they will provide their guests with content to help them relax and be seen as a resource for everyday relaxation.
After asking the device about the "Tommy Tip" of the day, they will be invited to visit Tommy Bahama's social channels, such as Instagram and Facebook to learn more.
LIVE EASY CAMPAIGN
We created a campaign to invite guests of all different backgrounds to "Live Easy" with Tommy Bahama. The campaign will show that Tommy Bahama is a place that embodies relaxation in everything that they do and that by shopping at Tommy Bahama customers will not just own vacation clothes, but own the "Live Easy" lifestyle.
Contrary to popular belief, Tommy Bahama is not just a brand for men's attire. In order to combat this notion, advertising will include a wide range of diversity in age, race, and gender.
OUT OF HOME
Out of home advertising will be placed in spaces where our audience is usually found. Such as billboards along busy highway commutes to work, in airports by bag carousels, and in the seat back pockets of airplanes.
Direct mail will be sent to individuals who live within proximity to the revamped retail stores, inviting them to come and live easy. Those who bring the direct mailers with them when they visit the store will be able to redeem for a complimentary essential oil roller of Tommy Bahama's signature scent while supplies last.